Episode 2139 - Smirnoff's Gen Z Marketing Playbook
Published: November 21, 2025
Duration: 19:55
This episode features Nicky Heckles, Vice President of Global Marketing for Smirnoff (Diageo). Dive deep into the Smirnoff marketing strategy that's fueling its success and discover how this iconic brand is dominating the Ready-to-Drink (RTD) market and authentically connecting with Gen Z consumers.
The episode reveals the playbook behind the viral success of the Smirnoff Ice campaign, a masterclass in self-aware humor and Gen Z authenticity.
* Beyond Impressions: Heckles shares the secret to measuring genuine impact and consumer resonance, moving beyond surface-level vanity metrics like impressions. The key is analyzing metrics related to brand advocacy, affinity, and...
The episode reveals the playbook behind the viral success of the Smirnoff Ice campaign, a masterclass in self-aware humor and Gen Z authenticity.
* Beyond Impressions: Heckles shares the secret to measuring genuine impact and consumer resonance, moving beyond surface-level vanity metrics like impressions. The key is analyzing metrics related to brand advocacy, affinity, and...