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Diageo launches Smirnoff Moscow Mule campaign

Published:  04 August, 2008

Diageo will this month launch a new programme for Smirnoff vodka in Great Britain, designed "to promote exciting new ways of serving and drinking the UK's number one spirit" with Schweppes mixers.

This will be championed through signature drinks, the first of which is the Smirnoff Moscow Mule.

The campaign will be supported by a £4m investment that includes television, print, digital and outdoor advertising, as well as an extensive in-store programme.

The Moscow Mule is made up of Smirnoff vodka poured into an ice-filled glass, topped up with Schweppes Canada Dry ginger ale and a wedge of lime.

Diageo said: "By championing the Moscow Mule, retailers can inspire consumers to drink spirits in new ways and on more occasions, besides the traditional spirit and mixer options such as vodka and cola or vodka and tonic."

In a first for Smirnoff, the TV advertisement will show a finished mixed serve.

Off-trade activity will include POS, a value-added pack featuring two cans of Schweppes Canada dry, and coupon collarettes for independent retailers and convenience stores.