Subscriber login Close [x]
remember me
You are not logged in.

Diageo says Smirnoff is a girl's best friend

Published:  23 July, 2008

Diageo is offering Smirnoff vodka drinkers the chance to wine one of 10 one-carat diamonds worth 10,000 each, in a promotion beginning next month.

The promotion is being supported by a 2 million marketing campaign, including TV and press advertising, as well as its own website, The new TV campaign launches on 1 May.

The 10 winners will find a diamond logo under the cap

of their 70cl bottle of Smirnoff [Red]. Due to the scale of the prize, Diageo has designed tamper-proof, shrink-wrapped stickers and individual ID numbers for the winning caps.

Smirnoff brand director James Pennefather said: As well as providing a great link with the purity of Smirnoff vodka, the chance to win a 10,000 diamond should prove an extremely motivating incentive to prompt the purchase of Smirnoff among target female consumers.

While for retailers, this promotion represents a strong opportunity to drive incremental value into the vodka category.'