Just-in-time marketing is a great way to engage people with your brand, but it can go one of two ways. Smirnoff’s recent attempt is a cheeky one, and at the heart of their success is authenticity.

Read more about the campaign: http://www.adweek.com/agencies/smirnoff-pours-some-a-snark-on-trump-with-ad-about-its-ties-to-russia/