Smirnoff Ads To Tout New Look

Diageo will relaunch Smirnoff vodka and brand extensions such as Smirnoff Twist, Ice and Ice Triple Black next month with a national ad effort by WPP’s J. Walter Thompson in New York. Themed “Neat,” the campaign shows the redesigned Smirnoff bottle with an olive, a twist or a shot glass, according to the company. The bottle has a broad shoulder and tapered body. The total marketing spend, including advertising, is $150 million-plus, the company said.