Senior brand manager Jessica Lace said £1.10 of every £10 spent on spirits in the UK goes on Smirnoff (Nielsen, year to August 3013).
She aims to build on that by promoting it as Smirnoff Bite, a cocktail “easy for consumers to make at home” that consists of Smirnoff Red or Smirnoff Gold, with to apple juice and lemonade.
Lace said: “Coke accounts for 48% of what consumers mix vodka with. Consumers aren’t being very inventive so there’s a massive opportunity.”
She added: “We are also going to be showing up consistently below-the-line – display, on-pack promotions, recipe cards, consumer competitions, visibility in depots and cash and carry.”