Diageo has revealed an enhanced and redesigned packaging design for its Smirnoff no. 21 vodka bottle, in a bid to increase on-shelf standout and deliver a more premium and modern product offering.
The “clear and impactful new look” increases the prominence of Smirnoff’s logo and introduces a new label to add texture and contemporary typography to the bottle. A new, improved footer label featuring the brand’s shield, crown and signature imagery also emphasises Smirnoff’s heritage and commitment to product quality.
The updated identity will be reflected across Smirnoff’s point-of-sale and promotional materials. Its introduction will be supported with the continuation of a £4.5m European marketing campaign using the tagline “we’re open”, which we first reported on at the beginning of this month.
Smirnoff western Europe marketing director Julie Bramham said: “This is a really exciting period for Smirnoff and we’re looking forward to seeing the new packaging on store shelves and in bars and restaurants across Europe in the coming months. The new design was borne from a desire to reflect some of our amazing 151 year history, whilst also wanting to include a nod to the contemporary spirit and vibrancy of our drinkers. We feel the new design really bring this to life in a way which delivers brilliant shelf standout and hope that the 17.7m people who drink Smirnoff across Europe will agree.”
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