Absolut vs Smirnoff

What Konnecto identified

User Journey

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.

Supportive Metrics

Related Keywords:

  • Sugar free alcohol brands

  • Sugar free alcohol without artificial sweeteners

  • Sugar free alcoholic drinks for diabetics

  • No calories no sugar alcoholic drinks

  • Zero calorie alcohol

Monthly search volume: 10.1K

Avg CPC: $1.6

Medium competition

IMPACT SCORE

4

IMPLEMENTATION TIME

1 Hour

INDUSTRY

Wine & Spirits

SEGMENT

Male & Female, 32-44

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