From Smirnoff to Smirn-Off.

While introducing their new fruit flavored drinks, Smirnoff also is introducing peel-able bottles.

I think this  is a great idea! Even though they are a leader in the Vodka market, this will help them boost up even higher. This will appeal to the younger audience. If I was in the liquor store (and of age, of course) I would go for this bottle even if it was more expensive. Just the idea that it is different and has something fun to do with the bottle would catch my attention. However, when I showed this ad to my mom, she thought it was the dumbest idea every. She said she would not get it because she would be wasting time just to open the bottle and it would leave an even bigger mess on the counter than just a plastic wrap.