Smirnoff ads make waves

09 August, 2007

Diageo has launched a 5 million marketing campaign for Smirnoff vodka.

TV and cinema ads for the Sea campaign will air in mid-August, and an on-pack promotion, offering the chance to win one of 25 luxury holidays in the Maldives, will begin at the end of the month. 10,000 cocktail kits will also be up for grabs.

Drinks retailers will receive POS materials, including shelf barkers, posters, wobblers and window stickers with the tagline: Discover Seas of Extraordinary Purity .

The push includes a website game, the Smirnoff Purifier, in which participants can blast discarded items from the sea and on to a target on the shore.

Julie Bramham, Smirnoff senior brand manager, said: "Smirnoff is perceived by more than three-quarters of consumers to be the highest quality vodka, and with Sea we've found a new and innovative way to highlight the extraordinary lengths it goes through to achieve its purity. We're confident the campaign will assist retailers to further benefit from the Smirnoff sales opportunity."




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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