Heavyweight campaign for Smirnoff flavours roll-out

Diageo is to back the national rollout of its Smirnoff vodka flavours with a £3.65m marketing campaign.

The flavours, Lime and Green Apple, have been trialled in the on-trade for almost 12 months and will now be available nationally from June.

The launch will be supported by national radio and online activity as well as outdoor advertising from September.

There will also be significant in-bar activity including PoS kits and empty belly posters.

A sampling campaign will also commence in the on-trade in September, to help licensees capitalise on the increased awareness of the new vodka flavours.

Steve Hamilton, innovation commercialisation director at Diageo GB, said:

"Lime Smirnoff and Green Apple Smirnoff provide licensees with a great option to differentiate their vodka selection and appeal to consumers looking to add more variety to their current drinks repertoire.

"Smirnoff flavours differ to other flavoured vodkas in the market in that they are very much focused around the long mixed drink serve as opposed to being a cocktail base.

"Our insights show that offering new and exciting drinks choices in outlet will enhance the on-trade experience for consumers and increase sales."