Diageo prepares global strategy shift for Smirnoff

CONNECTICUT: Diageo is plotting to bring in international agency support to promote Smirnoff, the world’s leading premium vodka brand.

It wants to ensure Smirnoff retains its edge amid competition from the welter of less-well-resourced vodkas seeking to nibble away at its market share.

It is understood the drinks conglomerate is sounding out US-based agencies to devise a global campaign strategy that could then be implemented locally.

Diageo US failed to return PRWeek's calls on its plans.

Smirnoff is sold in 130 countries. Recent global initiatives Diageo has undertaken for the brand include 'Clearly Smirnoff', which has focused on promoting the drink's heritage and quality.

The search follows Smirnoff's high-profile £250m makeover less than 18 months ago, when it was repackaged in a sleeker bottle.

London consumer agency Splendid Communications continues to promote Smirnoff Red, Black, Ice and Norsk in the UK and its contract is believed to be unaffected by plans being hatched by Diageo US.

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