Gap identified
Absolut is losing to Smirnoff for consumers who have dietary restrictions or are interested in healthier drinking options.
These consiumers are searching for "Sugar-free alcoholic drinks" on Google.
These consumers continue to browse Facebook where they interact with promotional campaigns (MikMak) that direct them to sugar-free Smirnoff drinks on Drizly, including “Smirnoff Zero Sugar Infusions Strawberry & Rose”.
These burst campaigns are targeting the consumer segment motivated by the healthier nutrition enabler.