Diageo is to launch a nationwide promotion for its Smirnoff vodka brand, as it looks to standout in a busy vodka market.

The ‘Smirnoff 21 Diamonds’ campaign, which rolls out in September, will offer consumers the chance to win one of 21 diamonds, which Diageo says are worth £4,000 each.

The limited-edition temperature activated bottle or neck collar packs will be available across grocery, convenience and wholesale.

Consumers have to freeze the bottle or neck collar to reveal an eight-digit code, which can be checked on the Smirnoff website.

Nick Payman, head of Smirnoff GB, Diageo said: “The vodka category is highly populated, and we are always looking for new and innovative ways to stand out from the crowd. Smirnoff strives to disrupt the category and the new campaign demonstrates that Smirnoff is no ordinary vodka. We aim to continue to grow Smirnoff’s share within the vodka category.

“Almost a quarter of spirits buyers (23%) are influenced to purchase because the packaging caught their eye.”

The Smirnoff 21 Diamonds campaign is supported by an £600k media plan including social media, YouTube and a TVC on broadcast video-on-demand.