Last week saw the launch of ‘Why Change a Good Thing’, a new global campaign from Smirnoff with a focus on the brand’s hero product, Smirnoff No.21.
Highlighting Smirnoff No.21’s crisp and smooth taste and enduring presence in culture, the campaign was led by a hero TV spot ‘Laugh’, which dropped alongside a suite of assets across TV, BVOD, in-store, OOH, digital, social and content.
At Smarts, it was our team’s job to help coordinate the global PR announcement, engaging with all key trade titles, securing coverage in advertising, creative and marketing media, as well as in key drinks publications.
Check out how industry bibles such as Campaign and AdAge covered the news, whilst Little Black Book conducted an in-depth interview with Diageo’s SVP of Vodka, Stephanie Jacoby, who told Editor-in-Chief Laura Swinton Gupta why consumers are looking to trusted brands in an age of constant change.
