Smirnoff targets shot market with new flavours

Smirnoff is targeting the shot market with the launch of four new vodka flavours, which is being supported by a global musical campaign.

The Smirnoff Electric range includes Berry, Apple, Mandarin and Guarana flavours

The new Smirnoff Electric range comprises Berry, Apple, Mandarin and Guarana each packaged in fluorescent coloured bottles that activate under black light.

To celebrate the release and “power of inclusivity”, Smirnoff has embarked upon a musical collaboration with Kiesza and Djemba Djemba titled #WhatWeBring to launch the Smirnoff Electric Spirits.

“As the world’s #1 premium spirit brand by volume, we’re consistently firing up our innovation engine at Smirnoff to create products of true distinction,” commented Tom Herbst, VP Smirnoff Innovation. “We are driven by a spirit of inclusivity and we are obsessed with inventing bold products that will add a ton of fun to any occasion – from five stars to dive bars.

“Smirnoff Electric spirits are the first global launch in our new bold range of products, and its intensely delicious flavour and neon design makes it the perfect shot to bring your group together.”

The #WhatWeBring music video features the song Give It To The Moment, which encompasses celebrity diversity such as different ages, races, genders, sexuality, cultures and styles.

The campaign will end with a full-length documentary that follow’s the song’s remix journey around the world, revealing how some of today’s most creative and diverse artists are bringing the influence of their local environment and culture to create something original.

Remixing the songs will be Toy Selectah from Mexico, Nozinja from South Africa, Laura Jones from the UK, KosmoKat from Japan and Cassian from Australia.

“We see a global generation emerging who simply believe the world should be a more inclusive place,” said Herbst. “At Smirnoff, we believe that too.

“#WhatWeBring is more than a single music track, and more than a new product release. It’s a global social movement that is driven by Smirnoff’s core purpose – inclusivity.

“Smirnoff’s purpose is to invite people to openness, acceptance and engagement as a way to good times for the many.

“Our ambition is to be useful; to provide the inspiration, tools and occasions that remove barriers to inclusion.”