Smile Spirits · Creative strategy
Creative concept board
Review-passed retail discovery creative for US RTD vodka cocktails. Explore each angle, its fence-ready message system, and measurement stamps.
Review gate: retail-only CTAs, primary fences treasure_valley and san_diego_nc, and locator events only. No online purchase path.
Matrix overview · Review-passed packs
Angles A–F and H–I are Review PASS for Meta retail-proximity creative. Angle G is HARD KILL — shown as a killed callout only. Every live angle carries 21+ · Drink Responsibly · Find Near You / Get Directions / Scan In-Store CTAs. Events: LocatorPageView · FindStoreClick · GetDirections (no Purchase).
| Angle | Campaign | Fence | Core promise | Primary CTA | Status |
|---|---|---|---|---|---|
| A Not a Boring Seltzer | ss_a_seltzer |
TV · SD | Real cocktail vs weak seltzer | Find Near You | PASS |
| B Vacation in a Can | ss_b_pineapple |
TV · SD | Pineapple Orange escape | Find Near You | PASS |
| C Bar-quality zero hassle | ss_c_locator |
TV · SD | Bar taste · open / pour / done | Get Directions | PASS |
| D Balanced 7% | ss_d_balanced |
TV · SD | Strong enough · smooth enough | Find Near You | PASS |
| E Spicy Mule | ss_e_mule |
TV · SD | Ginger kick · smooth finish | Find Near You | PASS |
| F SD sports / local pride | ss_f_sports |
SD only | Game day · local pour (no team IP) | Get Directions | PASS |
| G — | — | — | Hard kill — no creative | — | HARD KILL |
| H Occasion ladder | ss_h_occasion |
TV · SD | Daypart × cluster occasions | Find Near You | PASS |
| I Clean | ss_i_clean |
TV · SD | See what’s in it · clean label | Scan In-Store | PASS |
Angle G — HARD KILL
Marked killed in Review. Do not include creative, hooks, headlines, assets, UTMs, QR, or POS for G. No variants. No “hold for later.” Treat as permanently out of this board unless a new Review pack reopens it.
A Not a Boring Seltzer
Campaign ss_a_seltzer · Category frame: real cocktail vs weak bubbles
Hooks
- “That’s not a cocktail.”
- “Seltzer’s fine. This is better.”
- “Same fridge. Real cocktail.”
- “Stop settling for bubbles.”
- “7% and actually tastes like something.”
Headlines
- Not a Boring Seltzer
- Real Cocktail. Nearby.
- Find Smile Near You
- Upgrade Your Fridge.
Primary text · Treasure Valley
Treasure Valley — find Smile Spirits at retailers incl. Albertsons, Stinker, Ridley’s. Real vodka cocktail, 7% ABV. Find Near You. 21+ · Drink Responsibly.
Primary text · San Diego / North County
San Diego / North County — find Smile Spirits at retailers incl. Keg N Bottle & local. Real vodka cocktail, 7% ABV. Get Directions. 21+ · Drink Responsibly.
CTAs (approved only)
- Find Near You
- Get Directions
- Scan In-Store for Current Offer (no % off claims)
Visual direction
Fridge open on a can next to a bland seltzer silhouette (no competitor logos). Close-up pour over ice; yellow smile motif restrained. Talent clearly 21+. Cold case / kitchen / patio — not beach-or-bust. End card: locator CTA + 21+ · Drink Responsibly.
Formats
Measurement stamps
utm_source=meta&utm_medium=paid&utm_campaign=ss_a_seltzer&utm_content=<cluster>
QR-SS-A-TV
QR-SS-A-SD
SMILEA-TV
SMILEA-SD
LocatorPageView
FindStoreClick
GetDirections
B Vacation in a Can / Pineapple
Campaign ss_b_pineapple · Flagship Pineapple Orange
Hooks
- “Vacation in a can.”
- “Pineapple Orange. Crack a Smile.”
- “Coast in a cocktail.”
- “Your fridge just got a passport.”
Headlines
- Vacation in a Can
- Crack a Smile
- Pineapple Orange Nearby
- Find It Near You
Primary text · Treasure Valley
Pineapple Orange vodka cocktail — vacation energy for the fridge and patio (not a beach claim). Find it near you in Treasure Valley. 7% ABV. 21+ · Drink Responsibly.
Primary text · San Diego / North County
Pineapple Orange — coastal OK. Crack a Smile near you in San Diego / North County. Real cocktail, 7% ABV. Get Directions. 21+ · Drink Responsibly.
CTAs
- Find Near You
- Get Directions
- Scan In-Store for Current Offer
Visual direction
TV: fridge / patio / backyard golden hour — tropical fruit accents without promising ocean. SD: coastal light, can in hand near shore or patio with ocean hint OK. No underage cues. End on locator.
Formats
Measurement stamps
utm_source=meta&utm_medium=paid&utm_campaign=ss_b_pineapple&utm_content=<cluster>
QR-SS-B-TV
QR-SS-B-SD
SMILEB-TV
SMILEB-SD
LocatorPageView
FindStoreClick
GetDirections
C Bar-quality zero hassle
Campaign ss_c_locator · Convenience + quality
Hooks
- “Bar taste. Zero hassle.”
- “Cocktail night without the line.”
- “Open. Pour. Done.”
- “Skip the bartender.”
Headlines
- Bar Quality. Nearby.
- Zero Hassle Cocktail
- Find Smile Near You
Primary text · Treasure Valley
Bar-quality vodka cocktail without the wait — open, pour, done. Find Smile near you (Albertsons, Stinker, Ridley’s & more). 7% ABV. Get Directions. 21+ · Drink Responsibly.
Primary text · San Diego / North County
Bar taste. Zero hassle. Find Smile at Keg N Bottle & local retailers across San Diego / North County. 7% ABV. Find Near You. 21+ · Drink Responsibly.
CTAs
- Find Near You
- Get Directions
- Scan In-Store for Current Offer
Visual direction
Split beat: busy bar queue vs calm home pour from can. Product hero, condensation, clean glass optional. Localise end-card retailer line per fence. No “better than a bartender” insult tone — convenience frame only.
Formats
Measurement stamps
utm_source=meta&utm_medium=paid&utm_campaign=ss_c_locator&utm_content=<cluster>
QR-SS-C-TV
QR-SS-C-SD
SMILEC-TV
SMILEC-SD
LocatorPageView
FindStoreClick
GetDirections
D Balanced 7%
Campaign ss_d_balanced · Strength clarity → locator bridge
Hooks
- “Balanced at 7%.”
- “Strong enough. Smooth enough.”
- “See what’s inside.”
- “Not too much. Not nothing.”
Headlines
- Balanced at 7%
- See What’s Inside
- Find It Near You
Primary text · Treasure Valley
Smooth 7% ABV vodka cocktail — strong enough, smooth enough. See what’s inside, then find it near you in Treasure Valley. FAQ → locator. 21+ · Drink Responsibly.
Primary text · San Diego / North County
Balanced at 7%. Not too much. Not nothing. Find Smile near you across San Diego / North County. Get Directions. 21+ · Drink Responsibly.
CTAs
- Find Near You
- Get Directions
- Scan In-Store for Current Offer
Visual direction
Clean label / ABV callout animation (7% / 14 proof as on-pack). Soft FAQ cards that bridge to store locator. Avoid “strongest” or health framing. Premium dark UI with mint accent on the 7% numeral.
Formats
Measurement stamps
utm_source=meta&utm_medium=paid&utm_campaign=ss_d_balanced&utm_content=<cluster>
QR-SS-D-TV
QR-SS-D-SD
SMILED-TV
SMILED-SD
LocatorPageView
FindStoreClick
GetDirections
E Spicy Mule
Campaign ss_e_mule · Flavor hero · headlines must not say Shop
Hooks
- “Spicy Mule. Without the burn.”
- “Ginger kick, smooth finish.”
- “Mule energy. Can easy.”
- “Heat you can handle.”
Headlines (must use these — NOT “Shop”)
- Get the Kick Nearby
- Spicy Mule Near You
- Find Your Mule
Primary text · Treasure Valley
Spicy Mule — ginger kick, smooth finish. Find Your Mule near you in Treasure Valley. 7% ABV vodka cocktail. Find Near You. 21+ · Drink Responsibly.
Primary text · San Diego / North County
Spicy Mule Near You — SoCal-leaning mule energy, can easy. Get the Kick Nearby across San Diego / North County. Get Directions. 21+ · Drink Responsibly.
CTAs
- Find Near You
- Get Directions
- Scan In-Store for Current Offer
Visual direction
Ginger, lime, copper-mule cue without implying copper mug required. Subtle heat graphic — not chili-pepper shock comedy. Can hero + condensation. Headline lock: never “Shop the Mule.”
Formats
Measurement stamps
utm_source=meta&utm_medium=paid&utm_campaign=ss_e_mule&utm_content=<cluster>
QR-SS-E-TV
QR-SS-E-SD
SMILEE-TV
SMILEE-SD
LocatorPageView
FindStoreClick
GetDirections
F SD sports / local pride
Campaign ss_f_sports · san_diego_nc ONLY · no team IP
Hooks
- “San Diego, crack a Smile.”
- “Game day. Can ready.”
- “Local pride. Local pour.”
- “After the win (or the loss).”
Headlines
- Find Smile in SD
- Local Can. Local Stores.
- Directions to Smile
Primary text · San Diego / North County only
San Diego, crack a Smile. Game day energy — can ready. Local pride, local pour. Find Smile in SD retail (incl. Keg N Bottle & local). Get Directions. 7% ABV. 21+ · Drink Responsibly.
Do not run
No Treasure Valley placement. No Padres Radio. No team marks, logos, uniforms, stadium IP, or official partnership claims.
CTAs
- Find Near You
- Get Directions
- Scan In-Store for Current Offer
Visual direction
Generic game-day living room / tailgate patio — neutral sports atmosphere (TV glow, friends 21+, cans in cooler). City pride via SD skyline / coastal cues if licensed stock. Absolutely no Padres / team IP.
Formats
Measurement stamps
utm_source=meta&utm_medium=paid&utm_campaign=ss_f_sports&utm_content=<cluster>
QR-SS-F-SD
(no TV QR)
SMILEF-SD
(no TV POS)
LocatorPageView
FindStoreClick
GetDirections
H Occasion ladder
Campaign ss_h_occasion · daypart × cluster · utm_content=<daypart>_<cluster>
Hooks
- “Sunset sip.”
- “Friday fridge grab.”
- “Dinner’s done. Cocktail’s easy.”
- “Weekend starts in the cold case.”
Headlines
- Tonight’s Cocktail. Nearby.
- Grab Your Flavor
- Find Near You
Primary text · Treasure Valley
Tonight’s cocktail is nearby. Sunset sip or Friday fridge grab — find Smile in Treasure Valley cold cases. 7% ABV. Find Near You. 21+ · Drink Responsibly.
Primary text · San Diego / North County
Dinner’s done. Cocktail’s easy. Weekend starts in the cold case — get directions to Smile near you in San Diego / North County. 21+ · Drink Responsibly.
Daypart × cluster note
Rotate creatives by daypart (e.g. sunset / friday / post_dinner / weekend) and cluster. Always set utm_content=<daypart>_<cluster> — example: utm_content=sunset_patio.
CTAs
- Find Near You
- Get Directions
- Scan In-Store for Current Offer
Visual direction
Occasion ladder stills: golden-hour patio, Friday open-fridge grab, post-dinner kitchen counter, weekend cold-case aisle (no minors). Daypart color grade shifts; product consistent. Locator end card per fence.
Formats
Measurement stamps
utm_source=meta&utm_medium=paid&utm_campaign=ss_h_occasion&utm_content=<daypart>_<cluster>
QR-SS-H-TV
QR-SS-H-SD
SMILEH-TV
SMILEH-SD
LocatorPageView
FindStoreClick
GetDirections
I Clean
Campaign ss_i_clean · label transparency · no wellness / hangover
Hooks (only these)
- “See what’s in it.”
- “Smooth finish. Nearby.”
- “Clean label. Find it near you.”
- “Check the can in-store.”
Headlines
- Clean Cocktail. Nearby.
- Find Smile Near You
- Scan In-Store
Primary text · Treasure Valley
See what’s in it. Clean label — check the can in-store across Treasure Valley. Smooth finish. Nearby. Find Smile Near You. 7% ABV. 21+ · Drink Responsibly.
Primary text · San Diego / North County
Clean Cocktail. Nearby. Scan In-Store to see what’s in it. Find Smile near you in San Diego / North County. 21+ · Drink Responsibly.
Killed language (do not use)
“Clearer morning” · “regret taste” · hangover / wellness / “better for you” / detox framing — HARD KILL.
CTAs
- Find Near You
- Get Directions
- Scan In-Store for Current Offer
Visual direction
Macro can label / ingredient honesty aesthetic. Soft light, minimal props. QR / scan moment in-aisle. Never imply medical benefit. End on Find Near You / Scan In-Store.
Formats
Measurement stamps
utm_source=meta&utm_medium=paid&utm_campaign=ss_i_clean&utm_content=<cluster>
QR-SS-I-TV
QR-SS-I-SD
SMILEI-TV
SMILEI-SD
LocatorPageView
FindStoreClick
GetDirections
Measurement system · stamps reference
Apply per angle. No Purchase events. Cluster fills utm_content except H (daypart_cluster).
| Angle | utm_campaign | QR TV / SD | POS TV / SD |
|---|---|---|---|
| A | ss_a_seltzer |
QR-SS-A-TV · QR-SS-A-SD |
SMILEA-TV · SMILEA-SD |
| B | ss_b_pineapple |
QR-SS-B-TV · QR-SS-B-SD |
SMILEB-TV · SMILEB-SD |
| C | ss_c_locator |
QR-SS-C-TV · QR-SS-C-SD |
SMILEC-TV · SMILEC-SD |
| D | ss_d_balanced |
QR-SS-D-TV · QR-SS-D-SD |
SMILED-TV · SMILED-SD |
| E | ss_e_mule |
QR-SS-E-TV · QR-SS-E-SD |
SMILEE-TV · SMILEE-SD |
| F | ss_f_sports |
— · QR-SS-F-SD |
— · SMILEF-SD |
| G | HARD KILL — no stamps | ||
| H | ss_h_occasion |
QR-SS-H-TV · QR-SS-H-SD |
SMILEH-TV · SMILEH-SD |
| I | ss_i_clean |
QR-SS-I-TV · QR-SS-I-SD |
SMILEI-TV · SMILEI-SD |
Shared UTM pattern
utm_source=meta&utm_medium=paid&utm_campaign=ss_<angle>&utm_content=<cluster>
H exception: utm_content=<daypart>_<cluster>. Shared events on all live angles: LocatorPageView · FindStoreClick · GetDirections.
Compliance lock (every angle)
- Audience: 21+ targeting intent; talent / settings clearly adult.
- Responsible: Drink Responsibly on-creative / end card.
- CTAs only: Find Near You · Get Directions · Scan In-Store — no Shop / Buy / ATC / Purchase.
- Channel: Retail discovery only — no online-sales primary.
- Geo: Primary fences
treasure_valleyandsan_diego_nconly (F = SD only). - Claims: No invented stats, awards, or unverified retailer partnerships beyond brief-localised examples.