Vodka brand Smirnoff surely paid a hefty congestion charge today as it drove a raspberry-coloured tractor through London – all in the name of cider and PR.
In a bid to ‘surprise and delight’ commuters, Smirnoff toured the incongruous vehicle around iconic landmarks such as Westminster Bridge and Piccadilly circus.
The tractor will also be adding to the city’s traffic problem tomorrow (26 August) and will be stopping off at Broadway Market and Spitalfields Market on its tour. Here Smirnoff will be handing out free samples of its new vodka-based fruit cider range, which launched in June.
The brand hopes the activity will captialise on Londoner’s love of a cold cider during the forthcoming hot bank holiday weekend. Those who share an image of the tractor on Facebook, Instagram or Twitter will be entered into a draw to win up to ten cases of the 4% alcoholic drink.
Taylor Herring was enlisted to deliver the PR stunt.
Chris Laidlaw, marketing manager for Smirnoff Europe, said: “Smirnoff Cider is a crisp and lightly fizzed drink for everyone to enjoy and we’re delighted to be able to share it with consumers this Bank Holiday. Pioneering a clash of two prominent categories, we’re taking cider to the next level with vodka and two distinct flavours.”
The brand has created two different cider varieties - Raspberry & Pomegranate and Passionfruit & Lime. Both of which are served in a transparent bottle and are infused with Smirnoff vodka.