3.6m for Smirnoff flavours

16 June, 2009

Diageo has unveiled a £3.6 million marketing campaign to support the national rollout of its lime and green apple flavoured versions of Smirnoff vodka.

The launch follows a 12-month trial in selected retailers in Bristol and will be backed by national radio and online activity.

In target cities, there will be upweighted support with outdoor advertising and below-the-line support.

Neck collars on bottle will feature long mixed signature serves for the products.

Steve Hamilton, innovation commercialisation director at Diageo GB, said: “Smirnoff flavours differ to other flavoured vodkas in the market in that they are very much focused around the long mixed drink serve as opposed to being a cocktail base.

“The Bristol test saw some excellent results with a 29% incremental increase in overall vodka category sales, and huge growth within the flavoured vodka category at over 400%.”

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