Communication for the Smereka vodka

Mich agency and PSB films created a communication for the Smereka new brand of vodka, in which they claim that Ukrainians have not changed – and this is their strength, the strength to be themselves.

The Smereka brand was conceived at the ALCOline company long before the war, but active development began in the spring of 2022. What was needed was an idea that combined the original vision of the product and would be relevant today, but would remain relevant after the end of the war.

Therefore, the idea of communication of the Smereka new brand is to unironically transform Ukrainians into themselves. Now there is a lot of heaviness and pathos in everything. It is necessary and understandable, but it is tiring. In order for the transformation not to stop, a new vision of oneself is needed – a lighter, ironic one. It may not be completely clear to everyone, but it is fresh and inspiring. For all those who still consider themselves stereotypical Ukrainians, the brand opens up a new meaning of this perception.

Video text:

We are stereotypical Ukrainians

We like to paint a pretty little Easter egg

Working hard with our hands is our destiny

We never take off our vyshyvanka (Ukraine’s traditional embroidered shirt)

We have not changed and that is our strength

Smereka is the power to be yourself