SMIRNOFF APOLOGIZES FOR MISSING ICE
By Adnews Staff
Toronto-based Smirnoff Canada will break a national campaign this week to apologize to Canadians for the lack of Smirnoff Ice in many liquor stores. A truck carrying 1,368 cases of the citrus-flavored vodka drink was recently stolen in Mississauga, adding to existing distribution problems which have made the product hard to find. According to the company, some Ontario liquor stores have already posted signs to inform customers when the beverage is sold out. "We decided we would run ads across Canada apologizing for the shortage and promising to fill those shelves as soon as we can," said Smirnoff Canada president Rick Fitzgerald. "The last thing we need now is trucks disappearing." The ad will show a picture of a hand along with the message: "Sorry to leave you empty handed... We're out of Smirnoff Ice." Company officials could not confirm by press time what media would carry the campaign or what agencies created it. Previous advertising for Smirnoff Canada has been done by J. Walter Thompson. Public relations for the firm are handled by Northcott Communications.