The campaign, named ‘We’re Open’, will run until the end of the year and launches with a series of simple headlines, linked to events such as the General Election and Pride Festival.
Smirnoff’s alternative take on the general election includes one-liners such as ‘Vote for the House Party’ and ‘Left wing, right wing, or chicken wings’, while its ongoing support of gay festival Pride is highlighted through statements such as ‘Homosexual, heterosexual, who-gives-a-sexual’.
Julie Bramham, marketing director for Smirnoff Western Europe, said: “In the ‘We’re Open’ campaign we will embrace our democratic and inclusive character and as a brand move people to be more inclusive. This new campaign will allow us to tell and share stories in culturally relevant ways, starting with the new impactful out of home.”
The promotional campaign will run across GB and Ireland through May and June and be supported by “selective media partnerships,” as well as gaining presence at festivals during the summer months.