15m spend for Smirnoff

30 June, 2009

Diageo is launching a new global marketing campaign for Smirnoff vodka.

The campaign is called There, and encourages consumers to “create, seek out and participate in extraordinary shared experiences"

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It will form the backbone of a £15 million investment for the Smirnoff brand in the UK, beginning with a TV ad which airs for the first time on July 8 and shows a group of people enjoying a night out in the middle of some woods.

The campaign will also include digital media, experiential marketing, outdoor advertising and in-outlet activity.

Marketing director Anita Robinson said it was “not just a new ad campaign”.

She added: “Smirnoff has a history of championing memorable entertainment and There takes this one step further by ensuring that this is at the very centre of all activity for the brand.

“We expect the campaign and TV ad to create quite a buzz with people and really cement Smirnoff as a truly exciting brand which champions innovative, unforgettable experiences.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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