The world’s number 1 premium spirit1 Smirnoff has launched ‘#YoursForTheMaking’ in the UK as part of a £7m Western Europe media campaign designed to empower and inspire consumers to create new nightlife experiences. The campaign launches today with an evocative 60 second new television advertisement, which proves that the night really is yours for the making.
SMIRNOFF, which is currently outperforming the total spirits market2, is launching the new campaign to bring to life its distinctive philosophy that if you try something new you will have a better time. The campaign will follow a two phased approach to both inspire and facilitate innovative nights for consumers.
To inspire, SMIRNOFF is teaming up with influential individuals in the UK music and nightlife industry to identify new nightlife ideas. These ideas will be shared globally across YouTube, Facebook and Twitter, where consumers can share their own ideas via the hashtag #YoursForTheMaking.
The best nightlife ideas will then be realised through on and off trade markets with SMIRNOFF Nightlife Experiments. A bespoke activation package designed for the on trade will make the ideas a reality in the first quarter of 2013, whilst consumers at home can purchase inspirational party accessories to help re-create their new and different nights at home.
Speaking about ‘#YoursForTheMaking’, Emma Sherwood-Smith, Marketing Manager Smirnoff Western Europe said, “SMIRNOFF has been pioneering new and unique nightlife experiences throughout its history. Now, with ‘#YoursForTheMaking’ we are asking our consumers to unleash their own inner spirit of inventiveness in their drinks and nightlife choices in order to have an even better time. We are working with leading nightlife curators to inspire and facilitate innovative new nightlife ideas, which continue to challenge conventions and inspire people to try something new”.
Further details of the ‘#YoursForTheMaking’ campaign and upcoming activity can be found on www.facebook.com/smirnoffgb
The SMIRNOFF® word and associated logos are trade marks. ©Diageo 2012
1 By volume - Impact Databank, March 2012
2 Data is CGA On Trade MAT to 04.08.12 & Nielsen Off Trade 18.08.12 vol %chg
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Notes to Editors
Twitter: @SMIRNOFFGB_IRE
Hashtag: #yoursforthemaking
YouTube: https://www.youtube.com/user/SmirnoffEurope
About Diageo
Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine categories. These brands include Johnnie Walker, Crown Royal, JεB, Buchanan’s, Windsor and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Jose Cuervo, Tanqueray and Guinness.
Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people and its brands, visit www.diageo.com. For Diageo’s global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit www.DRINKiQ.com.
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