Diageo's Smirnoff vodka launches £15m campaign

By Gemma McKenna

Published: 23 September, 2014

Smirnoff vodka has launched a £15 million marketing campaign - including TV advertising - in order to grow the category and make it more accessible.

The TV ad premiered in the UK yesterday and includes the strapline: "Filter the unnecessary. Keep the good stuff." This ad is supported by outdoor and digital creative around what it describes as the "two worlds" of a night out - one before "pretentious stuff has been filtered out and one after".

The Diageo-owned brand aims to show vodka's "versatility and mixability", while taking a stand against the sometimes snooty world of vodka and making it accessible.

Louise McKerrow, marketing director for Smirnoff Western Europe, said: "Smirnoff wants to make good times better for the many. Our Gen Y consumer wants nothing to get in the way of having an honest, effortless good time, just like we don't want anything to get in the way of making the purest vodka. Our new TV spot showcases how good times can be better if you "filter" out the unnecessary pretence that can get in the way of a great night out (whilst also serving as a great metaphor for the way we filter Smirnoff ten times to deliver the purity of our vodka)."

Smirnoff is worth 59% of the growing £1.8 billion on-trade vodka category and this year celebrates its 150th anniversary. Last August it launched Smirnoff Gold.

The ad was filmed in London and its soundtrack was produced by UK duo Psyche Magic for the Smirnoff campaign.

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