Smirnoff launches new global campaignBy Melita Kiely
Smirnoff has launched a new global campaign titled Exclusively for Everybody to highlight the brand’s belief that exclusivity is less fun than “good times for all”.
As part of the campaign, the vodka brand has produced a digital film plus six 30-second spots for The Party, which depicts the story of two friends planning and hosting a party while mocking certain factors that get in the way of having a good time.
“We wanted to bring a fresh voice to vodka and break through some of the exclusive characteristics the category has come to be associated with,” explained Dan Kleinman, US brand director of Smirnoff.
“Smirnoff was created to be enjoyed by everyone, from Czars and Hollywood stars to you and your friends in the bar down the street.
“We want to celebrate that we’re there for the good times, wherever and however they occur.”
Created by 72andSunny’s Amsterdam and New York offices, The Party was directed by the Russo Brothers and features TV stars Alison Brie of NBC’s Community and Adam Scott of NBC’s Parks and Recreation, who play the hosts of the house party.
“When I read the script for The Party I really liked the message and vibe that Smirnoff wanted to bring to the forefront,” said Brie. “A good time is always more fun when everyone is included and I think the playfulness of The Party videos brings this to life.”
Exclusively for Everybody will be supported by a fully integrated campaign across all media including broadcast, out of home, digital and a national partnership with music platform Spotify.
Consumers also have the opportunity to have their own party experience in their hometown by submitting their must-have house party song into the sweepstakes online at www.spotify.com/smirnoff.
Additional prizes of three-month premium Spotify memberships are also up for grabs.