Smirnoff assembles the Avengers fandom, one cocktail at a time

Smirnoff is tapping into the Marvel Cinematic Universe (MCU) ahead of the release of Marvel Studios' Avengers: Doomsday, rolling out a fan-focused collaboration spanning branded content, themed cocktails, giveaways and an upcoming experiential activation.

Under the banner "Assemble your night", the collaboration kicks off with a series of spots starring actor Karan Soni, who appeared in Marvel Studios' Deadpool & Wolverine. The spots see Soni sneaking onto Avengers: Doomsday sets to host secret parties, while introducing cocktails inspired by the upcoming film, including the "Doomsday delight" and "Fantastic fizz".

The collaboration is set to culminate in a "Super house party", which will bring elements of the film's world into a physical fan experience. Smirnoff has yet to reveal the location and other details, instead turning the reveal into part of the activation.

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Ahead of Avengers: Doomsday hitting cinemas on 18 December, the vodka brand will release a trail of clues and hidden surprises for fans to uncover details of the event. The approach extends the collaboration beyond a conventional entertainment tie-up by using the film's release countdown to drive continued fan participation.

The collaboration will continue across Smirnoff's social channels in the lead-up to the film's release, where the brand will reveal further clues, surprises and details surrounding the "Super house party".

"Smirnoff is no stranger to culture-defining moments - we've been partying since 1864 after all - and there's no bigger moment this side of the multiverse than Avengers: Doomsday," said Jim Ruane, SVP, Smirnoff Vodka.

"Bringing Doomsday and Smirnoff together gives us the opportunity to create something uniquely epic for the fandom, in a way only Smirnoff can," he added.

Ruane said the collaboration builds on the brand's positioning around bringing people together, with the partnership giving Smirnoff an opportunity to engage different segments of Marvel's fanbase through cocktails and experiences tied to the film.

Meanwhile, Holly Frank, VP, global marketing partnerships and promotions at Disney, said the activation draws inspiration from familiar MCU sets while tapping into the festive period surrounding the film's December release.

"Doomsday is coming, so we might as well throw a party first," said Frank. "Inspired by beloved MCU sets, Smirnoff is bringing the holiday spirit to fans in a way only they could and inviting everyone to count down to Marvel Studios' Avengers: Doomsday."

The Avengers tie-up follows Smirnoff's wider efforts to build its brands around culture and entertainment. Last year, Smirnoff ICE marked its 25th anniversary with its first global campaign, rolling out across more than 20 countries as it looked to strengthen its identity in the growing ready-to-drink (RTD) market.

Created with McCann New York, the campaign positioned Smirnoff ICE as the "OG (original) RTD", leaning into an irreverent and self-aware tone with nostalgia-led anniversary assets and a wider suite of content designed to establish a refreshed brand world.

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