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Diageo Reviewing Smirnoff’s Global Creative

June 7, 2013

Diageo has issued a global creative review for its Smirnoff vodka brand. According to Edward Pilkington, Diageo’s global category director for vodka, rum and gin, “The time is right to refresh the thinking on Smirnoff in order to align with our bold future vision for the brand.” Diageo will be making its selection from a closed shortlist of agencies. Ad agency JWT (New York), which has handled the Smirnoff account for the past 13 years, has been invited to participate in the review.

Currently the world’s top-selling premium vodka brand, according to Impact Databank, Smirnoff sells nearly 25 million cases globally, and roughly 9.6 million cases in the U.S. market. The brand’s recent promotional activities have included its “Master of the Mix” DJ-focused reality show in the U.S. and its global “Nightlife Exchange Project,” an experiential initiative launched with Madonna in 2011 that sought to highlight the unique nightlife of cities around the world.

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