Diageo has unveiled a set of activations in the US for Smirnoff to leverage the brand’s ‘official vodka sponsor’ status for the National Football League.
The main arm of the wider push, ahead of the Super Bowl on 12 February, comprises the final – and selection of the winner – of the consumer-facing ‘Cocktail Coordinator’ competition. The winner of the “honorific title”, who will be chosen from the remaining three contestants, will be Smirnoff’s guest at the game.
The activation commenced at the start of the current NFL season.
During the week before the Super Bowl, Smirnoff will also be present at the GLAAD [Gay & Lesbian Alliance Against Defamation] ‘Night of Pride, while former player & brand ambassador Vernon Davis will co-host the ‘NFL Legends Alumni Roast & Toast’ event.
The brand is in the second year of its NFL sponsorship arrangement.
Last week’s results from Diageo for the six months to the end of December showed Smirnoff to be in good shape: Volumes for the half-year inched up 2% as sales by value broke double digits, rising 11%.
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