FOLLOWING the Vote for the House Party slogan on its advertising on the run up to and during the general election, Smirnoff is continuing the party theme on its advertising this summer.
This time, though, the party is a barbecue and the ad has the headline “Left wing, right wing, or chicken wings.” As part of the brand’s support of Pride, another headline will read “Homosexual, Heterosexual, who-gives-a-sexual?”
Both ads then carry the campaign tagline “We’re Open”.
Marketing director for Smirnoff Western Europe Julie Bramham said: “Smirnoff has a rich history of being the vodka for everyone.
“In the We’re Open campaign we embrace our democratic and inclusive character and, as a brand, move people to be more inclusive.”
The recently launched Smirnoff Ice Double Black is to be supported with a £1m marketing campaign.
Smirnoff brand manager Kizzy Lilburne said: “The ready-to-drink category is worth £348m in Britain, with Smirnoff Ice taking a 24% off-trade share.
“The new drink will be included in Smirnoff’s global re-brand, giving the brand a unifying and sleek new look.”
Other Diageo brands being given a summer push include Pimm’s, Gordon’s and Ciroc.
Pimm’s Cider Cup is a blend of Pimm’s No 1 with British cider and strawberry and cucumber flavours.
Louise Robinson, head of GB innovation for Diageo, said: “Pimm’s Cider Cup will open a potential sales opportunity of over £14m.”
Pimm’s and Gordon’s Gin are available as frozen pouch drinks for the first time this summer.
Gordon’s Frozen Cooler has has been given apple and elderflower flavours, while Pimm’s Summer Crush has hints of strawberry and cucumber.
Both Pimm’s and Gordon’s are spending £1m on marketing over the summer and the frozen pouch drinks will be supported by a PR campaign.
Vodka brand Ciroc has made pineapple the sixth flavour in its range.
Robinson said: “Ciroc Pineapple will build on the huge success it achieved in the US, where it is the number one vodka innovation by value over the past six months.”
