Diageo owned Smirnoff has launched a new advertising campaign in a bid to shake off the ‘exclusivity and pretension’ that the vodka brand says has taken over the category.
The global campaign, which uses the tag line ‘Exclusively for Everybody’, has been created to bring a “fresh voice” to Smirnoff and position the brand as vodka for the masses.
An online film and six 30-second spots, created by 72andSunny's Amsterdam and New York offices, will be brought to life through a fully integrated campaign across broadcast, out of home and digital.
The campaign tells the story of two friends organising a house party and “pokes fun” at some of the more trivial elements that get in the way.
Dan Kleinman, US brand director of Smirnoff commented: “We wanted to bring a fresh voice to vodka and break through some of the exclusive characteristics the category has come to be associated with.
“Smirnoff was created to be enjoyed by everyone, from Czars and Hollywood stars to you and your friends in the bar down the street. We want to celebrate that we're there for good times, wherever and however they occur.”
Smirnoff has also teamed with Spotify to launch the “Ultimate House Party” competition, offering fans who submit songs for a house party the chance to win one of four parties held in their hometown.