Smirnoff looks to increase shelf stand out with packaging refresh

Smirnoff Vodka has enhanced and redesigned the packaging of its No.21 bottle in a bid to increase on-shelf standout and deliver a more premium and modern experience for its customers.

The updated look and feel of the brand’s flagship product, which aims to be clear and impactful whilst respecting its heritage, will be reflected across point of sale and promotional materials as well.

The bottle itself sees the Smirnoff eyebrow increased to become the most prominent feature with a new label adding texture and a more contemporary feel. A new footer label features the Smirnoff shield, crown and signature to emphasise the heritage of the brand.

Julie Bramham, marketing director for Smirnoff Western Europe, said the refresh was "borne from a desire to reflect some of our amazing 151 year history, whilst also wanting to nod to the contemporary spirit and vibrancy of our drinkers".

A £4.5m brand campaign ‘We’re Open’ is planned across Western Europe this summer to support the redesign and increase brand recognition. A playfully provocative out-of-home featuring the new look bottle will run across the UK and Ireland through May and June with selected media partnerships.

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