Smirnoff has launched its newest campaign ‘Smirnoff Double Side’, with a 3D movie experience at Silverbird Cinemas in Accra Mall. The campaign is aimed at giving young adults the opportunity to break free from their typical lifestyles. It is an integration of fun activities on social media and on-ground activations that will provide the platform to socialize and relieve stress in responsible and exciting ways. Yesterdy, Smirnoff vodka launched a £15 million marketing campaign – including TV advertising with the strapline: “Filter the unnecessary. Keep the good stuff.” This ad is supported by outdoor and digital creative around what it describes as the ”two worlds” of a night out – one before “pretentious stuff has been filtered out and one after”.
Smirnoff, the Diageo-owned vodka brand, has unveiled a £15 million campaign across Europe.
The ad hones in on a pretentious bar but the scene is tipped on its side and all the nonsense slides off the screen, to be replaced by only what is necessary for a good night. Smirnoff, the Diageo-owned vodka brand, has unveiled a £15 million campaign across Europe with a strapline reads: “Filter the unnecessary. Keep the good stuff.” Commenting on the initiative, Solange Kuimo, Marketing Manager, Spirits and Head of Innovations said “We are committed to creating interesting and exciting night life experiences for our consumers. We have therefore created this campaign to enable young adults enjoy the other side of life out of their normal routine”.
Filter the Unnecessary: Smirnoff
It shows someone walking through a pretentious, unfriendly nightclub, which transforms into a vibrant, fun party when they get to the bar and choose to drink Smirnoff.
The TV spot will run from September to the end of the year. It was created by 72andSunny Amsterdam, directed by Joseph Kahn and produced by HSI London. The UK musicians Psychemagik created a special soundtrack for the ad. The TV ad will be accompanied by outdoor and digital ads, as well as street demonstrations that will contrast the two types of nights out – pretentious nights and fun nights.
The UK musicians Psychemagik created a special soundtrack for the ad.
Marketing Director Louise McKerrow said: “Our Gen Y consumer wants nothing to get in the way of having an honest, effortless good time, just like we don’t want anything to get in the way of making the purest vodka.
“Our new TV spot showcases how good times can be better if you filter out the unnecessary pretence that can get in the way of a great night out, while also serving as a great metaphor for the way we filter Smirnoff ten times to deliver the purity of our vodka.”
“Through this campaign, we will create the platform for the young adult to show the other side of their character not privy to their peers to give them a feel of their unusual self”. Mrs Kuimo added.
