Cake Media has been appointed by UDV to handle PR for its Smirnoff
Ice promotional activity at this weekend’s Glastonbury festival.
The agency was appointed without a competitive pitch only two weeks
prior to the event.
The appointment is for a one-off project to promote Smirnoff’s presence
at Glastonbury where it has constructed ’The Smirnoff Orbit’. The Orbit
is an 800-capacity tensile structure, housing a bar/club and featuring a
music lineup including DJs.
Cake’s brief is to maximise coverage for the Smirnoff brand. A team of
four PROs will be on site to organise interviews between journalists and
DJs and ensure pictures include Smirnoff branding.
According to account director Clare Craven the agency has concentrated
on media relations, including a viral campaign in chat rooms and on-line
news sites because of the short run-up period.
The agency was appointed by Smirnoff marketing manager Russell
’Our aim is to generate positive word of mouth about the brand,’ he
The PR work comes off the back of the appointment of Ground Control, the
production arm of the Cake Group, to build The Smirnoff Orbit.
The PR brief exists outside of the UDV-wide UK lead consumer agency
brief on which Countrywide Porter Novelli were appointed earlier this
month (PR Week, 2 June). Cake Media also carries out festival PR for the
V2000 festival, the Rizla Lounge and Xfm.