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

Campaign and Content Design, Consumer PR, Experiential, Influencer, Public Relations, Social

Havas Red partnered with Smirnoff to introduce Smirnoff Crush, a vibrant new ready-to-drink (RTD) beverage. In an increasingly saturated RTD category, the challenge was to spark curiosity, drive sampling, and position Smirnoff Crush as the go-to drink for Gen Z’s summer fun and playful encounters.

HAVAS Red is part of the HAVAS PR Network, the PR and communications arm of the HAVAS Group that comprises over 40 agencies in over 25 markets worldwide. James Wright serves as global CEO of HAVAS Red and global chairman of the HAVAS PR Network.

Cultural Insight: Gen Z Wants Real-World Connections

YouGov research revealed that 79% of Gen Z feel fatigued by dating apps, instead craving genuine, face-to-face ways of meeting people. In a culture dominated by swipes, Havas Red saw an opportunity to flip the narrative and present Smirnoff Crush as the drink that helps people find their “crush” in real life.

Rather than matching online, the campaign reframed “meeting your crush” as a chance encounter—like crossing paths at a corner store while grabbing a Pineapple Crush.

The Smirnoff Crush Corner Store Activation

The campaign unfolded in three distinct phases, building momentum with each step:

Planting the Seed
The team launched proprietary research into Gen Z’s dating fatigue, generating media headlines such as “75% of Gen Z would rather meet a crush while running errands.” The findings drove national coverage and sparked conversation online.
Liquid on Lips
Media and influencer mailers packed with Smirnoff Crush cans, branded tote bags, scented candles, and playful “dating profile” newspapers encouraged trial and positioned the brand within fun, flirty moments.
The Corner Store Pop-Up
A two-day pop-up in Sydney reimagined a nostalgic grocery store with a Gen Z twist. Tickets sold out within hours. Guests were given “Crush Profiles” and colour-coded wristbands to encourage spontaneous connections. The Fruit Bowl Bar served cocktails, while the Crush Booth captured social-ready photo moments.

The activation extended far beyond the pop-up through retail promotions, influencer collaborations, consumer parties, and even an internal brand launch—keeping Smirnoff Crush front-of-mind across multiple touchpoints.

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

More Than a Launch—A Movement

The Smirnoff Crush Corner Store was more than just a product activation—it created a cultural platform for Gen Z dating and connection. By tapping into real consumer sentiment, Havas Red and Smirnoff proved that love, like cocktails, is best mixed in person.

“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