Diageo to push Smirnoff for Xmas

Diageo GB is ploughing £2m into its Smirnoff vodka brand in the run-up to Christmas.

The drinks giant will be bringing its recently launched advertising campaign, Be There, back to television screens this October, supported by digital and radio activity.

It is also launching a trade bursary initiative specifically for the on-trade to activate the campaign.

The trade bursary initiative, which will launch later this month, is designed to encourage licensees to submit their ideas for an original one-off event in their outlet in line with the Be There campaign.

The first of these events will take place in November, with one winner per month thereafter.

Diageo's Be There campaign "aims to inspire people to seek out unforgettable and extraordinary experiences — the type you look back on and say 'I was there'," according to the company.

Half the spend will be invested in the Smirnoff flavours, Lime and Green Apple Smirnoff, which are rolling out across the country following a trial in Bristol.

A sampling campaign for these variants will

take place throughout the on-trade this month, as well as outdoor advertising in target cities and national radio and online activity.

"The new Smirnoff flavours have had a flying start since rollout commenced on 1 June," said Smirnoff marketing manager Neil Skinner.

"This Christmas they will provide licensees with more great long mixed drinks suggestions for customers under the trusted Smirnoff brand name."