Smirnoff ad returns to screens

11 July, 2008

Smirnoff’s award-winning commercial is returning to TV and cinema screens this month as part of a £4.5 million investment in the brand by Diageo.

The ad, known as “Sea”, depicts the ocean “dramatically cleansing itself of debris” and first appeared in 2007.

Diageo reports an £8.8 million increase in off-trade sales since the ad’s appearance.

Marketing manager Chris Lock said: “When we launched ‘Sea’ in 2007, we were confident that we had found an innovative way of growing the profitable vodka category by creating an inspirational advert. A year on, this expectation has materialised into proven results, with research showing that the campaign significantly increased consumers’ view that Smirnoff was always of the highest quality and purity.”

The ad won Gold at the Euro Best Awards in 2007, in the TV & Cinema section, and topped the vodka marketing category at the Drinks International Vodka Challenge in 2008.




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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