Diageo has launched a provocative £4.5m brand campaign for its Smirnoff vodka, which seeks “to celebrate inclusive communities”.
The company will launch its We’re Open out-of-home creative using simple headlines in the build-up to various culture events. The general election will be commemorated by statements such as “vote for the house party” and “left wing, right wing, or chicken wings”, while the brand’s ongoing support for Pride in London is underlined by the one-liner “homosexual, heterosexual, who-gives-a-sexual”.
All of the promotional material features Smirnoff’s no21 bottles and will run across the UK and Ireland through May and June. The vodka brand will continue to promote its We’re Open mantra at music festivals, cultural events and through “tactical media placements”.
Smirnoff Western Europe marketing director Julie Bramham said: “Smirnoff has a rich history of being the vodka for everyone. In the We’re Open campaign we will embrace our democratic and inclusive character and as a brand move people to be more inclusive. This new campaign will allow us to tell and share stories in culturally relevant ways, starting with the new impactful out-of-home.”
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