How can a new format unlock new growth opportunities for a global brand? For the launch of Smirnoff 200 ml in Costa Rica and Panama, we developed a campaign that supported the expansion of the portfolio and brought the brand into new consumption occasions. A more compact format created new entry points, expanded presence across different channels and moments, and maintained the consistency of Smirnoff’s global positioning. A strategy where format innovation, accessibility, and new consumption occasions became levers for growth.