Smirnoff unveils Red, White and Berry Seltzer
Diageo has created a zero-sugar hard seltzer version of its Smirnoff Red, White and Berry vodka and marked the launch with a reimagined campaign to encourage the world to stay at home during the pandemic.
Smirnoff first released its limited edition Smirnoff Red, White and Berry vodka in 2016 ahead of the US presidential election.
From April 2020, the expression will return for a limited time in a zero-sugar canned hard seltzer format. Containing 90 calories, the hard seltzer is described as a combination of cherry, citrus and blue raspberry flavours.
To kick off the launch, Smirnoff originally shot an ad campaign in February, which focused on celebrating the outdoors with friends and family during the warmer months.
However, in the wake of the coronavirus pandemic, Smirnoff said the initial concept “was not the message the world needed right now”.
Smirnoff has now reimagined the whole campaign to encourage consumers to stay connected with their loves ones virtually “at a time when Americans need it most”.
The new Hang Out from Home for America campaign features brand collaborator Laverne Cox and new brand partners, Dave Bautista, Diane Guerrero and Megan Rapinoe.
“This is my fourth campaign with Smirnoff, and I’m proud to partner with a brand that recognises the importance of adapting as things change in society and is committed to doing the right thing,” said Cox.
“We shot these new Red, White and Berry commercials earlier this year before the world looked like it does today.
“Since it’s now so incredibly important that everyone does their part to stay safe, Smirnoff reimagined the work to help bring some levity during this difficult time and inspire people to get creative and stay connected with friends and family while hanging out from home.“
In the ads, the stars tell viewers “we will party again but for now the most American thing we can do is hang out from home for America”.
The vodka brand has also created a series of “fun-natured” downloadable virtual backgrounds featuring slogans such as ‘Twerk From Home’, ‘Stay in Your Robe for America’ and ‘It’s Almost Happy Hour’.
Smirnoff Red, White and Berry Seltzer is available to buy on Drizly, Minibar and Instacart now in select markets.
This is not the first time Smirnoff has created a hard seltzer. In 2017, Diageo launched the Smirnoff Spiked Sparkling Seltzer range.
Check out a video from the Out From Home for America campaign below.