Smirnoff ad takes to the waves

Diageo is pumping £5m into its largest-ever integrated marketing campaign for Smirnoff.

Breaking initially online this week, before hitting cinema and TV screens from mid-August, the commercial, entitled "Sea", aims to reflect the spirit's purification process.

The film shows the sea purifying itself by getting rid of a range of debris that has been deposited in the water over the years and throwing it ashore.

Julie Bramham, Smirnoff senior brand manager at Diageo GB, said: "Smirnoff is perceived by more than three-quarters of consumers to be the highest-quality vodka.

"With 'Sea' we've found an innovative way to highlight the lengths to which it goes to achieve its purity."

We're confident the campaign will assist licensees to further benefit from the Smirnoff sales opportunity."

To coincide with the launch of the campaign, Diageo GB is investing an additional £500,000 in point-of-sale kits that highlight the purity of Smirnoff and different serve suggestions. The kits will include a training CD that demonstrates ways to serve Smirnoff, as well as branded ice buckets, bar runners, posters and drip mats.