Diageo's Smirnoff strategy

This month, Diageo kicks off a £4m campaign to encourage new ways of serving and drinking Smirnoff vodka.

The television, print, digital and outdoor advertising push will introduce Smirnoff Moscow Mule — Smirnoff vodka poured into a tall ice-filled glass, topped up with ginger ale and served with a wedge of fresh lime — as its first signature drink.

The campaign attempts to show how licensees can inspire consumers to "drink spirits in new ways and on more occasions", and includes a television advert where the Smirnoff Bros circus presents trapeze artists mixing the cocktail while performing acrobatics.

The campaign will be supported by 6,000 on-trade PoS kits and also includes sampling and experiential activity, plus press advertising in a selected number

of outlets.

Smirnoff marketing manager Chris Lock said: "Promoting Smirnoff signature drinks in the on-trade is about providing barstaff with the knowledge and tools to create great long mixed-spirits drinks.

"Providing interesting, perfectly served long mixed- spirit drinks will provide a positive consumer experience, driving footfall and repeat purchase. This campaign offers the inspiration, education and tools for licensees to achieve this."

Coca-Cola GB marketing director Cathryn Sleight added: "We are pleased to be working in partnership with Smirnoff in selected on-trade outlets, via press activity and sampling of the Moscow Mule served with Schweppes Canada Dry ginger ale."