This fall, Diageo is relaunching one of its most recognizable brands, Smirnoff, with new packaging and a revamped image, spending more than $157 million on an integrated advertising campaign.
The makeover includes Smirnoff vodka and extension brands Twist, Ice and Ice Triple Black. Advertising includes national ads, p.r. and on- and off-premise to promote the vodka brand's Russian heritage and modern success, the company said.
 |
|
Smirnoff's new look |
The new Smirnoff bottle sports broad shoulders and a tapered body with a new red and silver logo. In October, the centerpiece of the ad campaign "Neat" will debut to promote the new look accompanied by an olive, a twist or a shot glass to convey the message that Smirnoff, the No. 1 premium vodka brand, can be enjoyed by itself. TV and print ads will appear nationally in all U.S. markets.
One promotion, Smirnoff Get Discovered, will allow customers the chance to win a role in a national Smirnoff TV ad.
"In our continuous effort to assess our appeal, we recognized the need to update the Smirnoff image to make a contemporary statement about our portfolio of quality products," Sharon Lichten, Smirnoff brand director at Diageo, said in a statement. "Consumers are more interested in premium brand attributes and our research reveals that our new look communicates to them this all important style and quality distinction."
Network
