Talking Retail Grocery and product news for independent retailers
The “Smirnoff 21 Diamonds” promotion is kicking off in September across limited edition temperature activated bottles and neck collars.
Shoppers will have to freeze the bottles or neck collars which reveal an eight-digit code can be entered via the Smirnoff website.
The promotion will be supported by a £600,000 media plan consisting of social media and YouTube activity and a TV advert airing from 14 September.
The brand said more than half of vodka drinkers are likely to take part in the promotion.
Nick Payman, head of Smirnoff GB at brand owner Diageo, said: “The vodka category is highly populated and we are always looking for new and innovative ways to stand out from the crowd.
“Smirnoff strives to disrupt the category and the new campaign demonstrates that Smirnoff is no ordinary vodka. We aim to continue to grow Smirnoff’s share within the vodka category.
“Almost a quarter of spirits buyers (23%) are influenced to purchase because the packaging caught their eye – the beautifully designed bottle wrap and neck collar has stand out shelf appeal and aims to entice shoppers to discover the exciting promotion.”
