DIAGEO DEBUTS NEW SMIRNOFF DESIGN
By Adnews Staff
Toronto-based Diageo Canada has created a new logo and bottle design for Smirnoff vodka as part of a global initiative. The logo depicts a double-headed eagle. The new bottle is tapered and embossed. Diageo is promoting the changes with television and print advertising from J. Walter Thompson of Toronto. Retail, on-premise and online components have also been created for a contest called "New Face for Smirnoff." The winner will appear in a Smirnoff national print advertising campaign this fall. As part of this initiative a group of promotional workers is visiting bars nationally to look for people to be "the new face of Smirnoff." Consumers can also submit photos of themselves at <www.mysmirnoff.ca>. The contest is a joint effort by Bell Globemedia, Mixer, JWT, The Think Tank and Strada Communications. Public relations for Smirnoff are handled by Strategic Objectives.