Smirnoff announces ‘nightlife exchange project’

Diageo brand Smirnoff has announced ‘country pairings’ for its global nightlife exchange project.

The campaign will see events celebrating local nightlife, with the first installments taking place in Canada and India on November 27.

Also paired together are the UK with the US, Australia with Brazil, Argentina with Ireland, Germany with South Africa, Lebanon with Thailand, and Poland with Venezuela.

A community of 50,000 Facebook users contributed ideas of what best characterises Canadian nightlife for the ‘swap night’, which will take place in India.

The event will have an outdoor theme and will showcase DJs and local drink favourites such as maple syrup cocktails and the Smirnoff Mule.

Simultaneously, Toronto will hold an event that will include Indian electronica acts, dance performances and ‘exotic’ Smirnoff-themed cocktails.

Jason Parsons of Ubiquitous Synergy Seeker, the Toronto-based band that helped compile and select the best suggestions, said: “After weeks of voting and some awesome suggestions on what makes Canada’s nightlife truly unique, the event on November 27 promises to be an off-the-hook experience.

“Smirnoff’s intention of creating original nightlife experiences is right on point. India, get ready.”