3.6m for Smirnoff flavours

16 June, 2009

Diageo has unveiled a £3.6 million marketing campaign to support the national rollout of its lime and green apple flavoured versions of Smirnoff vodka.

The launch follows a 12-month trial in selected retailers in Bristol and will be backed by national radio and online activity.

In target cities, there will be upweighted support with outdoor advertising and below-the-line support.

Neck collars on bottle will feature long mixed signature serves for the products.

Steve Hamilton, innovation commercialisation director at Diageo GB, said: “Smirnoff flavours differ to other flavoured vodkas in the market in that they are very much focused around the long mixed drink serve as opposed to being a cocktail base.

“The Bristol test saw some excellent results with a 29% incremental increase in overall vodka category sales, and huge growth within the flavoured vodka category at over 400%.”

Bookmark this

Site Search


What to expect at Christmas

The arrival of October means that we’re now officially in Nielsen’s Christmas trading period. Manufacturers and retailers alike have until December 30 to optimise their sales plans and activate them in-store in order to win at Christmas.

Click for more »
Upcoming events


Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know