Smirnoff Crush Corner Store: Havas Blvd Connects with Gen Z Through Bold Brand Experience

Campaign and Content Design, Content, Design, Experiential, Social

Havas Blvd partnered with Smirnoff to launch Smirnoff Crush, a bold new ready-to-drink (RTD) beverage. In a crowded RTD market, the challenge was to spark intrigue, drive trial, and position the product as the drink of choice for Gen Z summer fun and playful moments.

Cultural Insight: Gen Z Seeks Real-World Connections

Research conducted via YouGov revealed that 79% of Gen Z were exhausted by dating apps, craving more authentic, face-to-face ways to meet people. In this swipe-saturated world, Havas Blvd saw an opportunity to flip the dating script and reposition Smirnoff Crush as the ultimate matchmaker.

The campaign reframed “finding your crush” not through swipes, but through spontaneous real-world encounters—like bumping into someone at a corner store while grabbing a Pineapple Crush.

The Smirnoff Crush Corner Store Activation

The Smirnoff Crush Corner Store, an immersive brand experience designed to resonate with Gen Z.

The campaign rolled out in three key phases:

Planting the Seed – Launch of proprietary research on Gen Z dating fatigue, generating headlines like “75% of Gen Z would rather meet a crush while running errands.” Coverage earned national media and sparked social conversation.
Liquid on Lips – Influencer and media mailers packed with Smirnoff Crush cans, reusable bags, scented candles, and playful “dating profile” newspapers encouraged trial and tied the brand to flirty, fun moments.
The Corner Store Pop-Up – A two-day Sydney event styled as a nostalgic grocery store with a Gen Z twist. Tickets sold out within hours. Guests received “Crush Profiles” and matching wristbands to spark in-person connections, while the Fruit Bowl Bar served cocktails and the Crush Booth captured photo moments.

Momentum extended beyond the event with retail activations, influencer collabs, consumer parties, and an internal launch—keeping Smirnoff Crush top of mind.

Results: Cultural and Commercial Impact

1000+

1,000+ event sign-ups, with 89% of attendees saying they’d prefer to meet a crush IRL over an app

120+

120+ earned media hits in outlets including Urban List, Concrete Playground, and The Daily Aus

43%

43% uplift in brand consideration following the event

3.4M

3.4 million social reach, with influencer engagement 2.5x above benchmarks

Launching a Movement, Not Just a Drink

The Smirnoff Crush Corner Store activation became more than a product launch—it created a cultural platform for Gen Z dating and connection. By tapping into real consumer sentiment, HAVAS Blvd and Smirnoff proved that love—like cocktails—is best mixed in real life.

“The Crush Corner Store blew past our expectations—not just in reach, but in real cultural impact. It was bold, fresh, and exactly what the brand needed.”
– Josh Inbari, Brand Manager, Smirnoff