Not to toot my own writerly horn, which doesn’t sound as good reading it out loud as I thought it would, but I wrote the global tagline for Smirnoff “Exclusively for Everybody” which is all about positioning them as the only high-quality vodka that’s for the masses, in a world of high-priced craft brands and overly stylized luxury brands that are definitely only for some people. We launched the new position with a campaign about two friends planning a party which mimicked a number of different relevant product situations, pushed off existing category tensions, and hopefully made people laugh.