Diageo invests £3.5m in pre-Christmas Smirnoff campaign

Brand owner Diageo GB is also launching its “largest-ever” gift range for Smirnoff Red with eight new festive gift packs.

Vodka remains the driving force behind the spirits market and Diageo GB said vodka contributed 50% of the growth seen last Christmas. Smirnoff Red delivered more than half of the growth in the vodka category, adding almost £5m to the sector.

Above-the-line support in the run-up to Christmas 2008 will include the screening of the “Sea” commercial, which was first aired last year, in October and November. The ad seen in August encouraging consumers to try a Moscow Mule cocktail (vodka, ginger ale and lime) will be shown again in December.

Smirnoff Red gift packs include a branded shaker (rrp of £17), a 200ml shaker (rrp of £10) and the Smirnoff “ultimate cocktail pack” (rrp of £50).

Diageo is also getting behind the premium Smirnoff Black brand this Christmas, with a press campaign in style magazines such as GQ. The brand will also be available as a gift pack, with a 700ml bottle in a traditional Russian matryoshka doll pack (with an rrp of £20.99).