Most people have their go-to drinks: a pint of Guinness, a garnished Bloody Mary, a chilled Presecco, Jack on the rocks. To lure people from their “regular” and flirt with the sexy new thing, Smirnoff wanted to play up the naughtiness of their latest concoction—cream flavored vodkas based on whip-cream and marsh-mellows. Print ads and billboards are playful winks at tabloids, catching people “in the act” of cheating on their drinks. Stealth launch events seed popular bars with clues and invites to rendezvous at non-descript locations. There, different rooms are styled to promote certain activities as a way to offer different ways to enjoy getting whipped and fluffed.