By Andrew Starke
Diageo Australia will invest over $5 million into the Smirnoff brand this summer with the launch of a global campaign, ‘Be There’.
Smirnoff, the number one vodka brand in Australia (Nielsen August 2009), will activate the new campaign at Smirnoff sponsored music festivals and in-store with giveaways and new Smirnoff experiences.
This year will see big promotions set to drive sales over the summer trading period as well as a pack change for the Smirnoff RTD range, reinvigorating the category and making for greater shelf impact for Australia’s leading premium light spirit RTDs.
The ‘Be There’ global campaign for Smirnoff taps into the target consumer’s desire for unique experiences and memorable moments and will be supported by major outdoor, TVC and digital media.
It will also involve a win in-store digital camera, off-premise retail promotion to commence in November 2009 across 650 venues nationally as well as festival ticket giveaways via the Smirnoff website.
Consumers can purchase any Smirnoff RTD or 700 ml bottle to enter the draw to win a 10 megapixel Pentax Digital Camera with a branded Smirnoff ‘Be There’ case in that store.
On premise customers will be supported through POS suites prompting consumers to SMS their name and date of birth to win festival tickets instantly.
There will be two double passes (up to 60 tickets in total) given away every day from November. Consumers can win tickets to Field Day Sydney, Summerdayze Melbourne, Summer Fielddayze Brisbane, Future Music Festival Adelaide and Future Music Festival Perth.
Bar staff also have the opportunity to win by increasing sales of Smirnoff Ice Double Black by 25 percent over the promotional period.
“Our continued involvement with music festivals will be amplified by the massive global ‘Be There’ campaign, driving sales for retailers nationally,” said Diageo Australia’s Smirnoff marketing manager, Mary Perebzak.
“Last summer the Smirnoff brand engaged more than one million consumers in Australia through its sponsorship of over 40 music festivals. Diageo will continue to invest heavily into supporting on- and off- premise retail this summer to drive incremental sales of Smirnoff. This includes a rebranding of Smirnoff RTD packaging for greater shelf impact and visibility in store.”