Diageo has announced the “biggest platform shift in more than a decade” for vodka flagship Smirnoff, with the next global marketing activation debuting online before moving to more traditional channels.
‘We Do We’ will kick off this month digitally in around 20 markets. Starting with social media and a wider online presence, the push will be joined by out-of-home and TV activities. According to the brand owner, the campaign “will be driven by a media strategy that forms part of Diageo’s wider vision of investing in platforms and publishers who are working to make mainstream media more diverse and inclusive”.
Financial and duration details were not disclosed, although the campaign will run throughout the Northern Hemisphere’s festival season as well as the NFL American football season, which concludes on 11 February.
Earlier this year, Diageo’s North American division unveiled a packaging update and marketing push for Smirnoff Ice in the US. Also running over the summer is the ‘Smirnoff Ice Relaunch Tour’, which started in New York in May.
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