Diageo is There for Smirnoff
Published:  13 July, 2009

Diageo’s  Smirnoff Co has launched a new global campaign called ‘Be There’. The campaign is running in seven major markets, including USA, UK, Brazil, Venezuela, Canada, and from September in Australia and Ireland.

 The first phase is an advertising campaign, encouraging people to participate in more extraordinary one-of-a-kind experiences.

 Globally and locally produced Smirnoff Experience events and attempts at ‘There’ (both online and off) will keep consumers engaged throughout the year, keeping in line with the brand’s ethos to inspire consumers to overturn convention in the pursuit of one- of-a-kind experiences.

In addition to the advertising, the Smirnoff Co. will invite consumers to co-create extraordinary experiences, online and off.

This will happen through Smirnoff.com and social media platforms including Facebook, Youtube and Twitter.
A global competition, in the same number of characters as a Tweet (140), will see consumers pitch an idea for how they propose to turn an ordinary situation into something extraordinary. Winners will receive $1000 and an HD flip camera to record and post their attempt online.

The Smirnoff Co. global brand director, Philip Gladman said: ’The Smirnoff Brand has a rich heritage in the world of nightlife and entertainment and has been there when these magical moments have been created. With this campaign we are taking that one step further, inviting consumers to join our quest to create one-of-a-kind experiences. Our goal for 2009 and 2010 is to build on this and deliver a wealth of opportunities for consumers to experience exceptional, unexpected and inexplicable ‘there’ moments for themselves.’

For more information, visit www.smirnoff.com