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Advertising Vodka Creative

Smirnoff celebrates move to non-GMO grain with promos by Ted Danson and Jenna Fischer


By Kyle O'Brien | Creative Works Editor

October 9, 2018 | 4 min read

Smirnoff has been pushing its affordability lately, but the vodka brand now has another angle to tout – using non-GMO grain in its base vodka, and it has enlisted some celebrities to promote the fact.

Danson and Fischer for Smirnoff

Ted Danson and Jenna Fischer for Smirnoff

Smirnoff has announced that its base vodka, Smirnoff No. 21, which has always been gluten-free, is now also made with non-GMO grain, specifically non-GMO corn. Smirnoff noted that it has moved to non-GMO grain without changing the suggested retail price of its vodka, because the brand believes, according to a release, that everyone should be able to enjoy a quality vodka without having to break the bank.

Smirnoff, which is made in America, has teamed up with two “American treasures” to help get the word out about the vodka’s new status: actor, producer and longtime brand partner Ted Danson and actress and author Jenna Fischer. A recently released brand video features Fischer playfully swooping in to steal Danson’s thunder as its star spokesperson and announcing to the world that “Smirnoff No. 21 is now made with non-GMO [corn].” The video, which is an extension of Smirnoff’s recent ‘Welcome to the Fun%’ campaign, will be rolling out on TV later this month.

“Watching Ted Danson on TV made me want to be a comedy actress and watching him in the Smirnoff commercials made me want a martini. So, imagine my delight when they asked me to come join him in their latest campaign to help announce that Smirnoff No. 21 Vodka is now non-GMO,” said Fischer in the release. “Working on set with Ted was a dream come true; he really is an American treasure.”

While Smirnoff No. 21 Vodka has always been gluten-free, 10-times filtered and triple-distilled, now the brand has made a substantial investment in transitioning to using non-GMO corn during distillation, though it stated it won’t raise the price.

“We’ve always prided ourselves on being a quality vodka for everyone, and the decision to go non-GMO with our base vodka without raising the price of our product is another way that we are building on that long-standing brand promise,” said Jay Sethi, vice president, Smirnoff, Diageo North America. “By using non-GMO corn for Smirnoff No. 21 Vodka, we’re ensuring that anyone who avoids gluten and GMO ingredients in their everyday life still has the option to enjoy a delicious Smirnoff cocktail.”

With this shift to non-GMO, the brand is also marking the occasion by rolling out a new packaging design for Smirnoff No. 21 Vodka that gives a nod to the brand’s heritage while integrating modern characteristics that will help the bottle stand out more on shelves. The new packaging proudly displays Smirnoff’s many credentials, including that it is “the world’s No. 1 vodka,” that Smirnoff has been “continuing traditions since 1864” and that the brand is “made in America.” Neck tags will accompany each newly packaged Smirnoff No. 21 bottle noting the brand’s new non-GMO status.

To celebrate the launch of Smirnoff’s new non-GMO status, on Monday night, LGBTQ television personality and brand partner Jonathan Van Ness attended at an interactive launch party in New York City, complete with delicious non-GMO cocktails and bites, Instagrammable moments and a pop-up corn maze to celebrate the non-GMO corn.

“Smirnoff No. 21 Vodka has a new look, and she’s absolutely gorg,” said Van Ness. “My life is all about balance, and the new bottle isn’t just stunning, but it’s also inexpensive. The vodka is actually gluten-free and non-GMO, which I live for. Now with Smirnoff, you can say yes to quality ingredients, yes to value and yes to drinking responsibly, honey.”

Smirnoff: Non-GMO grain

By Smirnoff

Overall Rating 1/5

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