SMIRNOFF

MASK OF SOCIABILITY

10 years ago almost nobody celebrated Halloween in Japan.
Now, it’s the biggest party on the social calendar. - with 20% of the entire population spending money on Halloween. And most of that going to Costumes. Smirnoff wanted to be a part of the fun – and help people participate and express themselves. So we created a simple idea that would give everyone a chance to be included in the party.

21%
Increase in sales YoY.