Global campaign for Smirnoff Ice to begin this month
By Adnews Staff
Diageo Canada of Toronto is preparing to break a new ad campaign for Smirnoff Ice in Canada as part of a global promotion for the vodka-based drink. The multi-media effort will begin in this country on June 27. The television, radio and print creative will feature a spokescharacter called Uri, who lives in an unspecified northern part of the world surrounded by ice. In the first ad, called "Garden," the character describes the things in his life that matter to him. He lists his dogs, his friend Gorb and his refrigerator. In another ad, called "Whip," Uri and Gorb go to a local bar, where Uri says that he doesn't drink and sled. The promotion also includes a website at <http://www.uriplanet.com> which contains a journal written by the character, audio and video clips, and a place for visitors to leave comments. "The Uri campaign marks the next era for Smirnoff Ice," said Keith Gillespie, Canadian marketing director for the Smirnoff trademark. "In Uri, we're offering an original character who has his own take on life. The power of Uri is that he connects with adult guys of legal drinking age while communicating what Smirnoff Ice is about." Advertising for Diageo is handled by J. Walter Thompson.