The “Sea” campaign broke online today and will be followed by TV and cinema ads in mid-August.
An in-store competition will then be launched at the end of the month, giving consumers the chance to win one of 25 £10,000 holidays to the Maldives or one of 10,000 cocktail kits by entering a number featured on the neck collar of 500,000 bottles of Smirnoff through the website www.smirnoff.com.
Drinks retailers will receive POS materials, including shelf barkers, posters, wobblers and window stickers, with the tagline “Discover seas of extraordinary purity” to promote the campaign in-store.
Julie Bramham, Smirnoff senior brand manager said: “Smirnoff is perceived by more than three-quarters of consumers to be the highest quality vodka and with Sea we’ve found a new and innovative way to highlight the extraordinary lengths it goes through to achieve its purity. We’re confident the campaign will assist retailers to further benefit from the Smirnoff sales opportunity.”