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.

The TV and print campaign will be seen in all markets across the U.S. The revamped Smirnoff bottle will feature a broad shoulder and tapered body with a sharp red and silver logo.

“In our continuous effort to assess our appeal, we recognized the need to update the Smirnoff image to make a contemporary statement about our portfolio of quality products,” Sharon Lichten, Smirnoff brand director, said in a statement. “Consumers are more interested in premium brand attributes and our research reveals that our new look communicates to them this all important ‘style’ and ‘quality’ distinction.”

Lichten said it is important for Smirnoff to deliver activities relevant to the lifestyle of their consumers, “such as our Smirnoff ‘Get Discovered’ promotion, which allows customers, where legal, the chance to win a role in a national Smirnoff TV advertisement.”

—Brandweek staff report