Mientras unos se mueren de hambre, otros hacen BRANDING con AlCOHOL...
Diageo Puts $150 Million Into Smirnoff Relaunch

Si quieren ver el nuevo diseno de SMIRNOFF, vayan a www.brandweek.com, o directamente a su pagina: www.smirnoff.com
Disfruten!


NEW YORK -- Diageo said Monday that it will relaunch Smirnoff vodka and extension brands including Smirnoff Twist, Ice and Ice Triple black with new bottle and logo designs and supporting national advertising and additional marketing programs for which the company said it will spend in excess of $150 million.

The new Smirnoff bottle will feature a broad shoulder and tapered body with a new sharp red and silver logo. A new national ad campaign "Neat," via J. Walter Thompson, New York, will be launched in October. The centerpiece of the campaign is the new Smirnoff bottle accompanied by an olive, a twist or a shot glass, "conveying the message to consumers that this premium spirit can be enjoyed by itself-neat," per the company. The TV and print campaign will be seen national in all markets across the U.S.

"In our continuous effort to assess our appeal, we recognized the need to update the Smirnoff image to make a contemporary statement about our portfolio of quality products," Sharon Lichten, Smirnoff brand director, said in a statement. "Consumers are more interested in premium brand attributes and our research reveals that our new look communicates to them this all important 'style' and 'quality' distinction."

Lichten said that it is important for Smirnoff to deliver activities relevant to the lifestyle of their consumers, "such as our Smirnoff 'Get Discovered' promotion, which allows customers, where legal, the chance to win a role in a national Smirnoff TV advertisement."