Smirnoff Ice Launches ‘5 Day Weekend for America’ Campaign to Celebrate July 4th

The brand is giving 100 people two paid days off after the midweek holiday

Smirnoff Ice is sponsoring a five-day weekend for 100 people this Independence Day. Smirnoff
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Independence Day usually arouses carefree images of sunshine, beer and barbecues—not going back to the office in the middle of the week.

In light of this, Smirnoff Ice and 72andSunny NYC yesterday launched a sweepstakes to give 100 people across America two paid days off after the Fourth of July holiday. The brand is calling on people across America to “exercise their right to patriotic fun” by sharing on social media what they’d rather be doing on the two days directly following the holiday instead of going back to work.

This year the Fourth of July falls on a Wednesday, which “seriously hampers any real Independence Day celebrations,” according to the beverage brand.

“I think we can all agree that Wednesday isn’t enough time to celebrate America’s birthday,” said Krista Kiisk, brand director, Smirnoff Ice. “Who wants to head back to work and do work things when you could be on a beach, on a boat or on a mountain celebrating the good ole US of A?”

“That’s why we’re giving hardworking Americans the chance to extend their holiday another 48 hours by paying 100 people to take July Fifth and Sixth off, so they can extend the fun the Smirnoff Ice way,” Kiisk added.

The contest is sponsored by Smirnoff Ice’s Red, White & Berry, which is coming back for another summer. Contestants are automatically entered into the sweepstakes when they comment on @SmirnoffUS social media, and the prize is a $500 stipend regardless of salary or employment status, according to a release. Print ads will also run in The New York Times.

The Smirnoff brand is owned by global beverage leader Diageo.

@AlissaFleck Alissa Fleck is a New York City-based reporter, podcast producer and contributor to Adweek.