Diageo ups ad spend on Smirnoff Black

Published: 20 October, 2008

Diageo is upping its marketing spend on Smirnoff Black by 80% in a bid to align the brand with the 'modern day gentlemen'.

Diageo is upping its marketing spend on Smirnoff Black by 80% in a bid to align the brand with the 'modern day gentlemen'.

The drinks giant is launching an ad campaign centred around the theme of fashion and grooming, to run in GQ magazine for the next nine months.

It has also partnered with Hugo Boss to create 'Smirnoff Black Boutique Barbers with Hugo Boss' in the lead up to Christmas. Customers can receive a shave from Sharps Barbers whilst being served a complimentary Smirnoff Black cocktail.

Diageo says that Smirnoff Black is currently enjoying 50% value growth in the off-trade.

Laura Pearce, brand manager for Smirnoff Black at Diageo GB, said: "By partnering with titles such as GQ and brands such as Hugo Boss that appeal to our target consumer, investing in PR and print advertising, as well as the in-store activation and gift packs in the lead up to Christmas, we aim to drive awareness of Smirnoff Black.

"By increasing awareness within the brand's core demographic, the modern day gentleman, we are encouraging them to select the brand in-store, which ultimately presents the opportunity for higher profit margins for retailers."

For the on-trade, Diageo has launched a new range of Smirnoff Black branded point-of-sale material, available in selected outlets.

Smirnoff Black is one of three brands Diageo is focusing on in the run up to Christmas; Tanqueray gin and Johnnie Walker Black Label blended scotch whisky will be merchandised alongside it in select grocery and convenience outlets. Diageo is ploughing a total of £41 million into its Christmas sales push this year.