Smirnoff is leaning additional into intersectionality and inclusivity with a colourful marketing campaign and collection of experiences that remember the magic that occurs when individuals from totally different backgrounds socialize collectively.
In mid-2023, the vodka model unveiled a contemporary tagline devised by newly appointed company McCann, “We Do We.” The hero spot options drinkers of various genders, races, ages, sexual orientations and backgrounds, positioning variety as a power.
Now the model is launching the subsequent part of the marketing campaign, which takes this message additional. Primarily based by itself perception that in-person socializing has been steadily declining since 1995, Smirnoff desires to deal with the emotions of loneliness and isolation which have been amplified by the pandemic.
After discovering that 79% of 18- to 29-year-olds really feel their emotional connections are weaker right now than they had been prior to now, Smirnoff plans to carry individuals collectively by way of actions, partnerships and occasions that promote native tradition and group actions together with music, sport and dance.
Promotions will run throughout greater than 20 nations such because the U.Okay, Canada, Brazil, Mexico and North America.
In specializing in togetherness, the Diageo-owned spirit will up the ante on its longstanding dedication to the LGBTQ+ group, who’ve been represented within the vodka large’s promoting for twenty years. The newest iteration of “We Do We” additionally targets one other marginalized group: the disabled group.
“There’s been a number of discuss over latest years across the notion of ‘you do you,’ however this could carry its personal problem,” Smirnoff world model director Stephanie Jacoby advised Adweek.
“Against this, at Smirnoff, bringing individuals collectively has all the time been a part of our DNA, and with emotions of disconnection and isolation rising around the globe it felt extra necessary than ever to carry our message of inclusivity and social connection to life,” she added.
This multichannel marketing campaign shall be underpinned by a brand new world advert “Atomic,” which performs on the concept life is a cocktail.
The spot reveals a bunch of individuals turning into bubbles and mixing collectively, earlier than returning to human kind the place they join over a drink.
As a part of father or mother agency Diageo’s dedication to working with numerous suppliers, to which it allotted 4.8% of its $3.4 billion advertising and marketing spend in 2022, Jacoby’s crew labored with a world collective of creatives to carry the marketing campaign to life. This included choreographers, producers, animators and 3D artists from throughout a various vary of ages, genders, ethnicity and talents.
“Every individual’s distinctive options are represented in bubble kind, with every reflecting its proprietor’s individuality and distinctive character,” she famous.