Vodka's sparkling new give away

23 March, 2007

Smirnoff is spending £1.5 million on a new TV ad and on-pack promotion for its relaunched Diamonds give away.

Target ing female drinkers, the promotion is exclusive to the off-trade and gives consumers the chance to win hundreds of pure diamonds.

The ad will air on April 25 and shows the similarities between Smirnoff's distillation process and the creation of a pure diamond. The campaign includes national press ads, digital advertising and a programme of in-store sampling.

The on-pack promotion will run on 70cl and 1-litre bottles of Smirnoff until May, with winners finding a diamond logo when they add water to an image of a droplet printed on a booklet attached to the neck collar.

In one major retailer, last year's promotion saw Smirnoff sales grow by almost 20 per cent, which is equivalent to an extra £15,000 per week, according to Diageo.

Marketing director Anita Robinson added: "We have increased the chance to win in this year's promotion, with hundreds of additional diamonds

up for grabs and this should prove an even more motivating incentive to purchase Smirnoff."

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