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Smirnoff celebrates inclusivity with "Free to be" campaign on the Piccadilly Lights

Smirnoff celebrated inclusivity in nightlife culture for the next chapter of their “We’re Open” campaign on the Piccadilly Lights, over the festive period.
The campaign ran on Ocean Outdoor’s iconic Piccadilly Lights during the festive period between 25th – 31st December, and also included a countdown to New Year’s, where huge crowds gathered during the night in Piccadilly Circus to join the celebrations.
In addition to positioning Smirnoff as the drink to enjoy responsibly during the occasion, the campaign ran alongside the Mayor of London’s gender-equality campaign once the clock struck midnight, making it the perfect platform for Smirnoff to push gender inclusivity, raise awareness and shift perceptions of the non-binary community on an unmissable scale.
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Smirnoff Cider uses location data and weather-activated DOOH to reach summer socialisers

As warmer weather returns across the country, Diageo continues its summer campaign for Smirnoff Cider with the launch of new dynamic digital Out of Home (OOH) that activates when the outside temperature reaches 19 degrees.
Devised by OOH and location marketing specialist Posterscope and media agency Carat, the campaign seeks to capture the attention of people at the right time for enjoying a drink outside and drive trial of Smirnoff’s vodka-based fruit cider range.
The campaign uses real-time weather and temperature data triggers, as well as mobile, social and in-app location data from Posterscope’s partner Locomizer to determine summer behaviours and audience hotspots and identify prime screen locations.
Featuring two Smirnoff Cider flavour variations, the campaign is activated through Posterscope’s Liveposter platform and switches from a standard creative execution to a “hot execution” as weather temperatures reach the requisite level.  Additional short-term  are added to the campaign to boost reach when the weather forecast indicates sunny skies.
The campaign prioritises pedestrianised areas in proximity to Smirnoff Cider on and off-trade stockists, and appears at optimum times of the day and week for socialising.
The work will run across Clear Channel’s Adshel Live network nationally and JCDecaux’s LDN network. The campaign will also include an upweight of large format digital sites through Ocean Outdoor and Outdoor Plus around the August bank holiday, as well as Tesco POS digital smart screens across the duration.
Sam Salameh, Head of Smirnoff at Diageo, said: “Smirnoff Cider is available in three unique flavours – Passionfruit & Lime, Raspberry & Pomegranate and Mandarin and Pink Grapefruit. With vodka, crisp and lightly fizzed, Smirnoff takes cider to the next level! By creating a campaign based on strong behavioural data that responds to weather conditions, we are able to reach our target audience at a time and place when we know they will be most responsive to our messaging.”
Marc Bartholomew, Business Director at Posterscope added: “The brief was to make Smirnoff Cider the alcoholic choice of summer by deploying a disruptive and pioneering campaign that delivers reach, recency and impact.  As warm weather returns across the country, our temperature-activated campaign will be both effective and efficient at meeting this objective.”

Smirnoff ad pokes fun at Trump's links with Russia

Renowned vodka maker Smirnoff appeared to take a cheeky swipe at U.S. President Donald Trump and the Russia scandal that has enveloped his campaign and administration.
An ad featuring the brand poked fun at the special counsel’s investigation into the Trump campaign team’s contact with the Russian establishment.
“Made in America,” declares a new Smirnoff billboard spotted by U.S.-based social media users, with a picture of a bottle of Smirnoff behind what appears to be a Moscow mule cocktail. “But we’d be happy to talk about our ties to Russia under oath,” the ad states.
The brand, now owned by British drinks company Diageo, was founded in Moscow more than a century ago by Pyotr Arsenievich Smirnov, whose family fled Russia during the October Revolution in 1917. Ultimately Russia became Communist under control of Bolshevik leader Vladimir Lenin, and Smirnoff became one of the most well-known makers of Russian vodka outside Russia.
Via: Newsweek
 
 

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