“The first Smirnoff packaging that you can play.”
Latino music is shaping American culture more than ever. So, to celebrate Hispanic Heritage month, we went further and allowed it to shape our iconic Smirnoff bottle.
The Smirnoff Güiro is the first packaging design that can also be played as an authentic latino instrument.
The güiro, also known as a charrasca, is a percussion instrument that has been a staple of the Latino music for centuries. It leads the rhythm of almost every song and now, the shape of our bottle, too.
We noticed the similarity in shape for the bottle and regular güiros, so why not embrace it entirely for Hispanic Heritage Month. We created a limited supply for special engagement during the Latin Billboard Awards, the meca of Hispanic Music held in Miami. While famous artists like Shakira, Peso Pluma, Bad Bunny, Karol G and others were receiving their awards or performing, we distributed Smirnoff Güiros around the entire audience, making our remark on the Hispanic community with our creation. The tip point came on the last day of celebrations when we were able to gift one, personally, to Wisin from Wisin and Yandel, a reggaeton legend. He received it during his interview, making the press and influencer witness of the Smirnoff Güiro and Wisin’s surprise when he saw such a unique musical instrument.
Client: Smirnoff US
Agency: the community
Role: Creative Copywriter
The Güiro
Demo of the Güiro
Wisin receiving the Güiro at the Latin Billboard Awards.
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