- Published on Monday, 01 October 2012 09:29
- Written by Carol Emmas
Inspired by ingredients and cultures from around the world, the campaign is to offer new serve suggestions to drive excitement and footfall on the back of off-trade growth (+11%) with Smirnoff ahead at +14%.
Signature cocktails in the promotion include the Smirnoff New York Cranberry & Lime, Smirnoff Jamaican Sunrise, Smirnoff Rio Caipiroska and Smirnoff Moscow Mule.
The campaign will appear across outdoor, print, TV and digital media, and off-trade is being supported with point-of-sale materials, including recipe neck collars and cocktail recipes for consumers to take home.
On-trade activity will be promoted through a World's Best Drinks menu with Smirnoff signature pitchers, the first of its kind in the on-trade. There will also be a Barman's Challenge competition.
Carol McHugh, Smirnoff marketing manager, said: "Diageo has invested heavily in the new venture to offer the off-trade an opportunity to maximise its Smirnoff sales, through a range of POS, unique competitions and tasty recipes – while driving footfall and excitement in the on-trade with in-outlet theatre and signature serves."
Both the on-trade and off-trade activations will be rolled out across western Europe in the UK, Germany, Austria, Ireland, Benelux, Italy, Norway, Sweden, Denmark and Switzerland.