This July, Diageo Great Britain (GB) is launching the largest ever integrated marketing campaign for the world's number one spirit brand, Smirnoff vodka.
The £5million campaign, entitled ‘Sea’, breaks online from 30 July before hitting cinema and television screens from mid-August. The aim is to further increase consumer awareness of the quality and purity credentials of Smirnoff, as well as to drive growth of the vodka category.
‘Sea’ brings to life the extraordinary purification process that the makers of Smirnoff go through to create the ultimate pure vodka. The film sees the sea dramatically ridding itself of an incredible range of debris that has been deposited in it over the years. All kind of objects are thrust up from the depths of the ocean and thrown ashore, purifying the sea. Online activity, at www.smirnoff.com, further expands on the advertisement’s purification theme. Consumers can interact with a ‘Smirnoff Purifier’ to blast discarded items from the sea and onto a target on the shore.
Julie Bramham, Smirnoff Senior Brand Manager, Diageo GB, says: “Historically the creative campaigns that have been used to promote Smirnoff have helped build the brand to its market leading position. Smirnoff is perceived by more than three-quarters of consumers to be the highest quality vodka and with ‘Sea’ we’ve found a new and innovative way to highlight the extraordinary lengths it goes through to achieve its purity. We’re confident the campaign will assist retailers to further benefit from the Smirnoff sales opportunity.”
To coincide with the launch of the Smirnoff Sea advertising campaign and to further highlight the quality and purity of Smirnoff, Diageo GB is offering consumers the chance to win one of 25 luxury, 5-star holidays to the ‘pure seas’ of the Maldives, worth almost £10,000 each. More than 500,000 70cl bottles of Smirnoff No. 21 (Red) vodka will contain a distinctive neck collar with a unique random number. Consumers visit www.smirnoff.com and enter the number to be in the running for the prize draw. There are also 10,000 cocktail kits to be won as part of the competition.
The competition commences in-store from the end of August. Eye-catching point-of-sale materials including shelf barkers, posters, wobblers and window stickers, with the tagline ‘Discover seas of extraordinary purity’, will help increase in-store visibility.
I have been trying to enter your Extraordinary Purity competition. I have two codes to enter but cannot find out where to enter them. Please advise. Thanks.
David Shrimpton, Editor, Talking Retail
10 Oct 2007 14:20:23
Dear Anonymous - you need to go to Smirnoff's own website - www.smirnoff.com - and enter your code there. This is not Smirnoff's website - we've just written a story about the fact that they're running this promotion.
william mahood
22 Oct 2007 15:14:36
my wife and i have both tried to register with smirnoff to enter the competition, it keeps throwing back that we are already registered, yet when we try to enter our prize code it come back that we need to register
smirnoff competition
22 Oct 2007 15:14:36
i have been on smirnoff website and im having no joy i also can not find were to put the code
paul
24 Oct 2007 11:40:01
i have also been trying to enter the smirnoff competition extraordinary purity but so far i havent found where to put the code
Anonymous
24 Oct 2007 15:01:27
I have been trying to enter the smirnoff competition extraordinary purity but so far have not found out where to put the code in.Have been on the smirnoff website
ALICE HUTCHINSON
26 Oct 2007 11:08:58
Like others I have been unable to find the appropriate place to enter the code for the competition
martin burke
29 Oct 2007 16:47:59
I too have wasted a lot of time attempting to access the Smirnoff purity offer. This is the only site I have been able to contact altho I appreciate it is not Diageo.
brenda chapple
29 Oct 2007 16:48:00
can't get through to maldives competition on line - help
l whelan
29 Oct 2007 16:48:01
I spent 1/2 an hour trying to put in my code ,in the end it went in the shredder . Not good for a company like Smirnoff, gives a bad immage ,or can we trust you.
We love vodka wont change .But please make it so as we can have go
harry
29 Oct 2007 16:48:03
I have tried to enter as well, can't find where to input the code, pretty poor for a company like smirnoff.
Nora
30 Oct 2007 17:12:37
Have been unable to register for competition. Glad you are there to voice my frustration. Really bad publicity for Snirnoff. One tends to be cynical and believe this to be a ploy to advertise but no reward really on offer.hope this is not the case and Smirnoff get their act together soon.
Polly Parsons
31 Oct 2007 15:52:34
Wot a waste of time!!!!
SP
31 Oct 2007 15:52:35
Just like everyone else, cannot find where to put the 6-character code, where on earth is this 'Extraordinary Purity' button????
Bianca
05 Nov 2007 14:17:57
Like everyone else im having no joy with this competition i think its a waste of time and all a big con!!!!!!!!!!!!!!!!!!!!
Linda
06 Nov 2007 15:26:07
Can't do it! Aarrggh! Just keep pressing the button but won't go past main page. . .
Thomas Daffid
15 Nov 2007 11:04:21
Seems to be working fine for me. I entered (twice) this morning!
Anonymous
16 Nov 2007 16:10:08
About time Smirnoff got their act together. Nowhere to put code. Come on Smirnoff please give us an official reply to these comments. If not Standards Committee will be informed
T. Rudkin
16 Nov 2007 16:10:09
I like many others have spent a lot of time trying to enter this competition, what a cock up.
Marianne Tadwell
21 Nov 2007 17:08:05
The site seems to be working fine now. I entered over the weekend so the issue seems to have been resolved.
Alan Heston
21 Nov 2007 17:08:12
This is working now, I entered yesterday and everything went through ok.
john constant
04 Dec 2007 15:58:51
may I add my frustration on trying to enter the Smirnoff competition; the difficulties are a bad disincentive to your sales of my favourite spirit !
Anonymous
17 Dec 2007 17:09:03
Add my name to all the others who cannot find link to enter competition please advise how to, is this possible ploy to get email addresses ????surely not from such a reputable company!!!!
Jinny
25 Mar 2008 12:23:26
smirnoff purity competition seems to have upset a lot of people.The next promotion is "a journey of a lifetime" starting in Russia to Paris via Istanbul and on to New York. Have a go at this one I cannot even log on to the web site let alone enter the code
lucille teven
25 Mar 2008 12:23:42
i also cannot find the link to enter the competition
Ronald Thompson
27 Mar 2008 10:04:55
i AGREE WITH THE ABOVE COMPLAINANTS
Eric Duncanson
27 Mar 2008 10:05:17
How are your customers to enter this competition - not by 'clicking' on the Journey button - there isn't one! What a load of tosh. Back to Absolute for me!
Sue Nicholson
27 Mar 2008 10:05:55
You can register using www3.smirnoff.com - Good Luck
julian reay
21 Jul 2008 09:08:07
HI, CAN ANYONE TELL ME THE ARTIST AND TITLE OF THE BACKING TRACK OF THE' SEA BREAK ' SMIRNOFF AD , NOW SHOWING ON TV ? AN AWESOME CHOICE OF MUSIC ,WELL SUITED .
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