By Amy Looker
Diageo Australia has announced plans to roll out two limited-edition gift box designs for Smirnoff No. 21 that are due to hit shelves next month.
Designed by Australian artists Brad Eastman and Nanami Cowdroy, the eye-catching boxes will be available for a strictly limited period of two weeks from mid-February.
The promotion will leverage off Smirnoff’s ‘The Best Mixed Drinks Start Pure’ campaign and hopes to encourage consumers to trade up to Smirnoff.
Smirnoff’s marketing manager, Nicole Stanners, said the promotion will assist in driving long-term value growth in mainstream vodka, which is currently experiencing value growth of 5.5 per cent.
“Smirnoff Australia is thrilled to partner with Brad Eastman and Nanami Cowdroy, who exude amazing creative vision in everything that they do.
By employing their artistic ability on these special limited edition packs, we believe that not only will we be reminding consumers of the quality of Smirnoff No. 21 but we will also have the opportunity to heighten brand awareness and further drive Smirnoff’s purity message in the off-premise environment,” Stanners said.
During the promotional period, retailers will be offered cases of 12 bottles, containing six boxes of each design.
Retailers will also be supported in-store with header cards and shelf wobblers, as well as pre-hype outdoor and digital media campaigns.