Diageo unleashes Smirnoff Black Ice on male drinkers
A new variant of Smirnoff Ice aimed squarely at men is to be launched by Diageo.
Diageo Great Britain (DGB) is looking to build on its hugely successful Smirnoff Ice brand with the introduction of a new variant, Smirnoff Black Ice.
No relation to the premium Smirnoff Black vodka brand, Smirnoff Black Ice is to be targeted squarely at the burgeoning male premium packaged spirit (PPS) sector as part of DGB's strategy to expand the appeal of the PPS category beyond 18-24 year-old females.
Earlier this year, the company unveiled Gordon's Edge, the first gin-based PPS, in an attempt to coax older drinkers and Philip Gladman, marketing director for Smirnoff believes the latest addition will be well received by the six million male PPS drinkers who currently perceive other brands to be "too feminine and too sweet".
"Smirnoff Black Ice has been designed specifically to appeal to drinkers who want an alternative to lager but have so far found nothing in the PPS category to tempt them," he said.
"Our research shows that the best way to draw new drinkers into the PPS category is to offer them a clean, crisp tasting drink in striking packaging backed by a strong, credible brand, Smirnoff Black Ice brings precisely that proposition to the market."
The two variants will share the same price and ABV of 5.5 per cent ABV but will differ in label design and liquid. The new Smirnoff Black Ice is a clear drink and comes in the same bottle but with a black and silver label as opposed to the red and silver design.
DGB has earmarked a marketing spend of £11m to accompany the launch of Smirnoff Black Ice. Forming part of the brand's "As clear as your conscience" campaign, this will include TV and poster advertising as well as an extensive sampling drive.
The launch of Smirnoff Black Ice comes three years after its sister brand entered the market. Since then it has become the number one PPS in an on-trade category still showing solid growth of around 40 per cent.
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GUDV on the Edge with launch of new Gordon's FAB (24 May 2002)
