Diageo ups ad spend by 80%

31 October, 2008

Diageo has upped its year -on -year marketing spend for Smirnoff Black by 80% with a campaign targeting "the modern -day gentleman".

The activity kicks off with advertorials in men's style magazine GQ for nine months, featuring fashion, etiquette and grooming tips , as well as a series of cocktail recipes starting with the Smirnoff Black Collins - a blend of vodka, lemon juice, sugar syrup and soda water.

Diageo has also linked

up with Hugo Boss to create Smirnoff Black Boutique Barbers, where shoppers can get a shave from Sharps Barbers while being served a Smirnoff Black cocktail in the fashion brands' stores.

A Christmas ad campaign in the style press will feature the Smirnoff Black

matr yoshka

doll cocktail shaker, which is listed in Selfridges and Harrods for 20.99.

Brand manager Laura Pearce said: "Smirnoff Black has achieved huge success and is enjoying 50% growth

in the off-trade.

"By increasing awareness within the brand's core demographic, the modern -day gentleman, we are encouraging them to select the brand in-store, which ultimately presents the opportunity for higher profit margins for retailers."

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