Smirnoff’s ‘World’s Best Drinks’ campaign launches here

Smrinoff has launched Smirnoff World’s Best Drinks, a campaign inspired by ingredients and cultures from around the world including New York, Rio, Moscow and Jamaica.

Developed to encourage consumers to do things differently with their Smirnoff vodka, cocktails include the Smirnoff New York Cranberry and Lime, Smirnoff Jamaican Sunrise, Smirnoff Rio Caipiroska and Smirnoff Moscow Mule.
 
The campaign launched in Europe at the start of this month with outdoor, print, TV and digital advertising accompanying a range of competition executions in the on- and off-trade.
 
In Ireland, the campaign is being led by the Smirnoff New York Cranberry and Lime serve. The off-trade is being supported with Point-Of-Sale materials including recipe neck collars for Smirnoff New York Cranberry and Lime and Smirnoff Moscow Mule, wobblers, leaflets and posters.
 
The campaign seeks to encourage consumers to try something new and different to what they’re used to, according to Carol McHugh, Smirnoff Marketing Manager, Diageo Western Europe, “Diageo has invested heavily in the new venture to offer the off-trade an opportunity to maximise their Smirnoff sales through a range of POS, unique competitions and tasty recipes.”
 
Smirnoff World’s Best Drinks is live across Ireland throughout September.