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Jenna Fischer and Ted Danson star in Smirnoff campaign

Smirnoff has unveiled a revamped packaging design and highlighted its non-GMO credentials in its latest campaign, which stars actress Jenna Fischer.

The latest Smirnoff campaign stars Ted Danson (left) and Jenna Fischer (right)

The Diageo-owned vodka brand has expanded its Welcome to the Fun% campaign, which launched in August, to announce that it is now distilled using non-GMO corn in the US.

The latest campaign video features The Office star Jenna Fischer, who playfully swoops in to steal actor and Smirnoff brand partner Ted Danson’s thunder. In the clip, Fischer announces that “Smirnoff No. 21 is now made with non-GMO [corn]”.

Fischer said: “Watching Ted Danson on TV made me want to be a comedy actress and watching him in the Smirnoff commercials made me want a Martini. So, imagine my delight when they asked me to come join him in their latest campaign to help announce that Smirnoff No. 21 Vodka is now non-GMO.

Diageo has refreshed the design of its Smirnoff No. 21 Vodka

“Working on set with Ted was a dream come true; he really is an American treasure.”

The video debuted online this week and will be broadcast on TV later this month (October).

As the vodka brand became certified GMO-free in the US, Diageo has unveiled a refreshed packaging design for its Smirnoff No. 21 Vodka, which has been created to give a nod to the brand’s heritage while integrating “sleek, bold and modern characteristics”.

Jay Sethi, vice president of Smirnoff at Diageo North America, said: “We’ve always prided ourselves on being a quality vodka for everyone, and the decision to go non-GMO with our base vodka without raising the price of our product is another way that we are building on that long-standing brand promise.”

Smirnoff No. 21 is bottled at 40% abv and retains its suggested retail price of US$12.99 for a 750ml bottle.

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