Force Majeure Makes a Splash with Cîroc’s Vodka Spritz Campaign

Global creative agency Force Majeure was recently awarded the 2023 Gold Award for their exceptional work on the “Like Only Cîroc Can“ campaign for client Cîroc (Diageo). Cîroc, known for its credibility and respect in the ultra-premium vodka category, sought to enter the booming RTD market with its new Vodka Spritz line. Read more below on how Force Majeure seamlessly merged Cîroc’s established reputation with a playful, on-the-go experience.

By: Force Majeure

Challenge

As a brand, Cîroc has a vast amount of respect and credibility in the ultra-premium vodka category; however, consumers do not associate the brand with the RTD (ready to drink) space that has been booming over the past several years. For the launch of Cîroc’s new Vodka Spritz line, our challenge was to utilize the brands’ loyal consumer base and maturity in the ultra-premium vodka category to create a seamless entrance into the RTD category.

Design Solution

For the foundation of Cîroc’s new Vodka Spritz lineup, we designed four vibrant and unique cans that leaned into the flavor cues of the taste and utilized the Cîroc orb closely associated with the brand. In turn, this effectively communicated two essential elements: 1. The vibrant colors and flavor cues provided a fresh take on the brand’s willingness to adapt towards a more playful on-the-go experience, and 2. Using the orb as a fundamental visual device instantly associates the product with a credible vodka brand that is widely known and respected. Each can is unlike any other in the RTD category, using a matte finish on the colored body of the can, complimented by a shiny metalized orb that showcases the premium nature of the product.  

Communication Solution

We were not only tasked with designing the packaging for the inception of Cîroc Spritz, but also faced the opportunity of communicating the product’s launch over a 360-degree landscape, using video and static content via social media, programmatic video, and out-of-home billboards. We did not want this product launch to feel like the typical backyard/beach summer-party moments, which puts the product in a bit of an occasional box. Cîroc’s Vodka Spritz’ should be enjoyed on any occasion and doesn’t practice social boundaries. We needed the communications to visually reflect the elegance, premium nature, and flavorful vibrance of the Cîroc Vodka Spritz. 

Execution

We conducted a three-day intensive photo and video shoot in four locations around the Los Angeles area—Malibu, Ojai, Calabasas, and Long Beach. The idea was that all four flavors had their own separate shoot location, visual identity, lighting, and vibe, resulting in a cohesive film and campaign that clearly separated each flavor. It was crucial we brought consumers to a unique emotional state for each flavor since all the flavors were exactly that—unique and drastically different from one another, while also living under the same roof. The content was brought through various media, resulting in something that truly hasn’t been seen in this category. Something that, we think, is the perfect way to introduce a product that so desperately needs, and deserves to stand out from the rest.

Credits

Executive Creative Director — Pierre Delebois
Art Director — Pierre-Antoine Cossard
Sr. Account Manager — Griffin Heller

To see other Advertising 2023 winners, click here. To enter our current Advertising 2024 competition, click here.