Diageo breaks global campaign for Smirnoff
By Adnews Staff
Diageo has begun a new global advertising campaign for Smirnoff vodka that is based on the product's heritage and quality. The effort, called "Clearly Smirnoff," consists of television, print and out-of-home advertising. The first ad, called "Cocktail," broke yesterday. Two more ads, called "Martini" and "Blindfold," will be released in November. The creative describes the vodka's role in the history of alcoholic beverages. A fourth ad, called "Keys," will be released prior to Christmas as part of the company's social responsibility efforts. "Smirnoff is well-recognized in Canada and around the world as a quality vodka, but few know the many fascinating stories behind the brand," said Keith Gillespie, the brand's marketing director. "With so many vodkas on the market today, consumers want to be sure they are choosing an authentic, high quality product. This campaign is designed to enlighten consumers in an engaging way about the Smirnoff brand's roots." Advertising for Diageo is handled by J. Walter Thompson.