Retail Launch Strategy & Innovation – Smirnoff Lime

Lead DesignerShekhar Badve
Prize(s)1st Place in Print / Collateral Material
Entry Description

Smirnoff recently launched its new Lime flavored Vodka variant in the Indian Market. However, to be heard in a loud, cluttered market - particularly one that doesn't permit mass advertising for alcoholic beverages - the brand faced a few big hurdles. Another fact was that wine shops are a media dark area; hence there was a limited opportunity for communication.

Smirnoff Lime's burst of freshness, with the taste of fresh green rind of lime, comes with a great flavor and fragrance. Therefore, to establish connect with consumers, the ideal appeals would be to use taste or smell. As tasting/sampling was not possible at retail stores, the agency thought of a spray in order to address the 'smell' part of it. Also, as the consumer had gone to the liquor shop with a purchase intention, this flavor testing/smelling resulted in faster decision and instant sales.

Part of the brief to the agency was also to design and develop visual communication directions as well as to develop, implement and deploy visually appealing dynamic displays, POSM (point of sales material) units, product displays and additional GWP (gifts with purchase) ideas using the launch tool kit.

For this, we created danglers, coasters and Smirnoff Lime menu cards, which have been displayed at bars, clubs and pubs across the two cities.


With a rich experience of 15+ years in Design Innovation and Strategic Design Mr. Shekhar Badve currently leads a Strategy and Brand Consulting Company. This long rich experience consists of Cross Functional Design, Packaging Innovation and Brand Management, Insights Research and Communication Design.

As a Director; Strategy and Marketing- Mr. Badve is responsible for Lokusdesign’s fast-growing operations, design consulting business, key account and reputation Management.
Passionate to inspire organizations to innovate, transform and grow using design, the tool for competitive advantage helps him go the extra mile – stretch and think out of the box.

His innovative initiatives and vast experience of managing assignments include strategic guidance, developing foresights, and applying design thinking for multifaceted communication and design challenges for highly competitive industries. He thrives on creating mesmerizing work with the goal of being highly successful for Lokusdesign’s clients. Having this experience under my belt he has had the honor of working with some the best global and domestic brands. He has worked on some of the best brands notable Hindustan Unilever, ITS, Bilcare, Pfizer, LG, Mahindra & Mahindra and so on.