JWT Prepares Relaunch for Smirnoff Brands

NEW YORK Diageo on Monday said it will relaunch Smirnoff vodka and brand extensions such as Smirnoff Twist, Ice and Ice Triple black with new bottle and logo designs and national advertising and marketing programs for which the company will spend in excess of $150 million.

A new ad campaign themed “Neat” via WPP Group’s J. Walter Thompson, New York, will be launched in October. The centerpiece of the campaign is the new Smirnoff bottle accompanied by an olive, a twist or a shot glass, “conveying the message to consumers that this premium spirit can be enjoyed by itself–neat,” the client said in a statement.