Smirnoff launches new £15m UK ad campaign

Diageo is attempting to “reinvigorate” the vodka category with its new £15 million UK advertising campaign for Smirnoff vodka.

Smirnoff vodka has launched a new £15 million advertising campaign in the UK

Running from September until the end of the year, the advert introduces a new tagline for the brand to communicate its filtration process, “Filter the unnecessary. Keep the good stuff”.

The advertisement centres on a club where the “bad stuff”, including an inattentive DJ and arrogant barman, is removed, leaving the “good stuff”.

Diageo claims the vision behind the campaign is to “reinvigorate the vodka category through education around versatility and mixability” in order to demonstrate the spirit’s accessibility.

“Smirnoff has always encouraged consumers to look for good times, and we wanted to show that by filtering out the unnecessary, you can have an effortlessly good time,” said Louise McKerrow, marketing director for Smirnoff Western Europe.

The new campaign will also include outdoor and digital advertisements.

It follows the launch of Smirnoff’s Exclusively for Everybody global campaign in April this year, which highlights the brand’s belief that exclusivity is less fun than “good times for all”.