Smirnoff has a chequered and storied past dating back to Russia in 1864. And while it scores remarkably high in spirits competitions and blind taste tests, most people think of it as the stuff they drank back in school.

To premiumize the brand, we convinced the now-American-made spirits label to revisit it’s infamous roots. From new brand guidelines to the first global ad campaign in over 25 years, we helped reverse a decade’s long decline in Smirnoff sales, leading to growth for the World’s No. 1 Vodka for the first time in 10 years.