This archive report was first published on 19 August 2021.
On August 12, 2021, Smirnoff Kenya kicked off its Infamous Mic campaign with a launch experience at the Tamarind Tree Hotel, bringing together media, influencers, and brand partners for an unparalleled event.
The campaign, which aligns with Smirnoff's new global positioning, aims to inject freshness and energy into the brand. According to Flavia Othim, KBL Head of Spirits, 'This campaign embodies the Smirnoff brand purpose of subverting the ordinary. It gives us a chance to pull back the veil from some of these personalities who we think we know and get to know them on a different level.'
The Infamous Mic campaign will be followed by a 7-episode web-based series featuring popular personalities across the entertainment fields. The series will showcase the witty and unique character of each personality through a question-and-answer challenge approach.
Smirnoff's new brand world celebrates the brand's infamy since 1864 and aims to place Smirnoff vodka at the centre of urban culture in Kenya by partnering with renowned personalities, influencers, and content creators. With a history spanning 155 years, Smirnoff continues to drive partnerships to support the local entertainment industry and remains a cultural instigator.
Christine Kariuki, KBL's Smirnoff Brand Manager, stated, 'Undoubtedly, youth culture today is vastly different from that in the 80s and 90s. However, some similarities have remained constant despite the different eras and we see the youth as movers and shakers in Kenya.'
