JWT Plays It Straight for Smirnoff

NEW YORK Smirnoff is relaunching its “premium” vodka brand as a top-shelf product to enjoy undiluted by juices, sodas or liqueurs in the “Neat” campaign by WPP’s J. Walter Thompson.

The New York agency’s print and television campaign aims for a clean, crisp look to communicate the pureness of Smirnoff. In six print ads, the revamped Smirnoff bottle—with a broad shoulder, tapered body and a sharp red and silver logo—is shown almost alone on a white background, accompanied by a shot glass or a martini shaker with a celery stick or an olive garnish.