Flavours get extra backing

03 March, 2010

Diageo GB is upping its investment in the flavoured vodka category by ploughing £2.2 million into activity to promote its Smirnoff off-shoots over the next six months.

Since the launch of Smirnoff Lime and Smirnoff Green Apple last June, the drinks giant has invested £3.7 million in national radio and online activity, outdoor ads and a below-the-line marketing campaign.

The additional money will be spent on further outdoor advertising targeting 18 to 30 year olds in an effort “to make flavoured vodka more mainstream”, brand manager Jo Peat told OLN.

“So far people haven’t known what to drink flavoured vodka with, it’s a niche part of their repertoire,” she said.

The investment will also include a heavyweight sampling campaign designed to encourage shoppers to mix Smirnoff Lime with cola and Smirnoff Green Apple with lemonade.

Peat also revealed that Diageo would “definitely look into” adding more variants to the Smirnoff flavours range in the near future.

“We’ve got a healthly foundation to introduce additional flavours, given the success of Lime and Green Apple,” she said. “Repeat rates are positive, with 66% of those who have tried Smirnoff flavours purchasing them more than once since the launch.

“The flavoured vodka category is now in 37% value growth in the off-trade and is worth £12.8 million across total trade,” Peat added.

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