Smirnoff ramps up marketing spend

15 October, 2013

Smirnoff ads will be on TV screens every month except for January in 2014 as the brand ups its annual marketing spend to £7.5 million.

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.”




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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