Lucky Smirnoff drinkers can win the chance to live like a Czar

Diageo is offering drinkers the chance to win a taste of the high life in a £2m

giveaway for Smirnoff.

The "Win the life of a Russian Czar" promotion is part of the drinks giant's £25m investment in its brands over Christmas, exclusively revealed in the Morning Advertiser last week.

Consumers who buy a Smirnoff will receive an egg, which they need to crack to find out if they have won.

Prizes include tickets to a party in a Russian palace and 15 lucky winners will receive weekends away to experience the lifestyle of a Czar. If they do not reveal a top prize, consumers can collect three eggs to win a T-shirt or a fur hat.

Selected outlets will also play host to a duo of travelling Russian performers that will "leap, kick and dance their way around the venue" with Russian

music and traditional dress.

The promotion will be backed by a £2m advertising campaign, including TV, press and online activity.

Julie Bramham, senior brand manager for Smirnoff, Diageo GB, said: "'Win the life of a Russian Czar' is one of the largest promotions ever undertaken for Smirnoff and we're confident licensees will benefit from boosted sales."

Also targeting the on-trade will be a £1.5m marketing package for Winter Pimm's.

The brandy-based fruit cup with a hint of orange zest and spices, launched last year, will benefit from PoS in more than 2,500 outlets, including posters about serving it warm with clear apple juice.

A TV push, featuring the on-going star of Pimm's ads, Harry, in the snow with his friends, will be combined with a large sampling campaign.