Smirnoff
Engagement up 179%,
attention up 39%
3D creative for Smirnoff. Measured by Grey Mattr using EEG.
The work
Smirnoff Tamarind and Smirnoff Electric Guava are new flavour variants launching into the US market. The task was to build a 3D execution that would break through in an already-crowded spirits category and prime purchase intent at the moment of exposure.
3Rock delivered 3D creative anchored on a bottle-forward moment: the product moving toward the viewer at the peak of the visual event. Brand at the focal point. One hero object. One clear action.
What the brain did
Engagement
Smirnoff 3D versus 2D equivalent
Attention
Smirnoff 3D versus 2D equivalent
The 3D bottle-forward moment concentrated attention and engagement on the product at the peak of the visual event. In an impulse-purchase category, that is the moment that matters.
Why it worked
THE RESULT IS NOT THE FORMAT, IT IS THE CREATIVE CONSTRUCTION
3Rock places the brand at the exact location the 3D effect draws the eye. One dominant element during the 3D moment. Competing visual noise suppressed. Cognitive resources concentrated on the brand at the peak of neurological response. That is what produced the engagement and attention uplift.
Credits & method
Creative & 3D Production
3Rock Global
Memory Analysis
Grey Mattr
Market
US
Format
3D DOOH and 3D Social
Products
Smirnoff Electric Guava, Smirnoff Tamarind
All neuroscience data from Grey Mattr EEG study, April 2026.