Diageo has launched a fresh global campaign for its Smirnoff vodka brand, focussing on the flagship No.21 iteration.
The ‘Why Change a Good Thing’ initiative, developed with agency McCann New York, includes a 20-second TV spot (below) and other activations that will run across TV, digital, out-of-home and in-store platforms. The campaign will hit Great Britain first, with further rollouts planned in Australia, Colombia, North America, Poland and Ireland early next year.
“Whilst cultural trends and the latest consumer desires of course play a really important role in shaping our wider product portfolio, through activations, collaborations and innovations – for this campaign, we are taking a moment to celebrate the enduring role that Smirnoff No.21 plays for our consumers and within our wider category,” said Diageo’s SVP of global vodka, Stephanie Jacoby.
The new initiative follows 2023’s ‘We Do We’ marketing campaign for Smirnoff, which recruited singer Troye Sivan last year. Meanwhile, this June, Diageo launched a US marketing play for the RTD extension Smirnoff Ice that paid out US$200,000 to participants.
