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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