The new design will feature the ‘Smirnoff eyebrow’ as the most prominent item on the bottle, while the new label includes added texture and contemporary typography to create a “modern feel”. A new footer label also includes the Smirnoff shield, crown and signature.
The updated look and feel of the brand’s flagship product will also be reflected across all point of sale and promotional materials, providing retailers with the opportunity to boost sales.
Julie Bramham, marketing director for Smirnoff Western Europe, said: “The new design was borne from a desire to reflect some of our 151 year history, whilst also wanting to include a nod to the contemporary spirit and vibrancy of our drinkers. The new design really brings this to life in a way which delivers brilliant shelf standout”.
The makeover coincides with Diageo’s £4.5m ‘We’re Open’ brand campaign, celebrating ‘inclusive communities’, which launches across Western Europe this summer.