NEW YORK, Sept. 1, 2021 /PRNewswire/ -- As the face of
America changes, Smirnoff is celebrating by issuing a unifying
rallying cry through the launch of "Vodka for the People," a
campaign that highlights inclusivity and moments that bring people
together. No stranger to giving the people what they want since
inception, Smirnoff has continued to change the spirits game from
inventing the Moscow Mule to reimagining the vodka
martini.
Right now, adults are looking to let loose and celebrate life
with the people and drinks they love the most. At its core, "Vodka
for the People" highlights Smirnoff's dedication to elevating the
cultural conversation about how amazing things can happen when
everyone's invited to the party.
"We thought it was only fitting that our 'Vodka for the People'
campaign be just as versatile and flavorful as our Smirnoff
portfolio," said Jennifer Holiday
Hudson, Smirnoff North America Brand Leader. "The
future belongs to the people, and with 'Vodka for the People,' we
want to find opportunities to invite our drinkers to tell us what
they're looking for next. Whether it's the delicious cocktails they
can't wait to try, organizations they'd like us to support or being
a part of a neighborhood get together, we want to give the people
what they want!"
As part of the new campaign, the world's No. 1 vodka has
enlisted a star-studded roster of talent - including actor and
producer, Kaley Cuoco and comedian,
actor and game show host, Anthony
Anderson, who both share Smirnoff's ethos that welcoming
everyone leads to the best times. The first videos in the series to
go live will feature Cuoco set to Pitbull's newest global release
"I Feel Good," whose lyrics were customized for the campaign and
perfectly set the stage for an at-home party where all adults are
invited to gather – and drink responsibly – with Smirnoff No.
21.
"I love Smirnoff No. 21 – it's what I reach for when I want a
delicious cocktail without all the frills," said Kaley Cuoco. "Vodka for the People' is all about
good times when good people come together, which is exactly how I
live my life and what made this partnership a
no-brainer!!!"
Smirnoff's "Vodka for the People" officially kicked off in
August across TV, digital and social with more exciting
announcements to come spanning the entire Smirnoff Trademark.
Following the initial launch, the platform will be the starting
point for future Smirnoff campaigns with new additions featuring a
dynamic set of influencers and fun activations tapping into
cultural conversations to truly be 'for the people.' The first
campaign extension combines America's favorite sport – football –
with the people's vodka – Smirnoff – for a first-of-its-kind
partnership that will highlight the brand as the "Vodka for the
People" who love football. As one of the first-ever official
spirits sponsor of the NFL, Smirnoff will convert winning plays all
season long by releasing new spots starring Anthony, showing up at
fans' watch parties and other activations, as well as on broadcast
integrations, digital and social content.
In addition to its "Vodka for the People" campaign, Smirnoff is
formalizing a Fund to centralize all its charitable endeavors,
specifically those with a strong focus on diversity and inclusion.
Officially named the "Smirnoff for the People Fund," the initiative
continues the brand's support of communities, organizations and
individuals that embody the Smirnoff-way of welcoming everyone in
and will continue to do so moving forward. In recent years,
Smirnoff has committed hundreds of thousands of dollars to
deserving organizations, such as The Phluid Project, Transgender
Law Center and Black Girl Ventures, and looks to further that
commitment with future donations through the Fund.
Smirnoff No. 21's production - ten times filtered and triple
distilled - ensures the liquid is inherently mixable so adults of
legal drinking age across the country are able to enjoy Smirnoff as
part of their favorite cocktails. Smirnoff No. 21 Vodka is
available at retailers nationwide in 1.75L, 1L, 750mL, 375mL, 200mL
and 50mL bottles and has a 40% ABV with a suggested retail price of
$14.99 for a 750mL bottle (price
varies by size).
Make sure to follow along with @Smirnoff on Instagram as "Vodka
for the People" content is released. No matter how you choose to
celebrate Smirnoff's "Vodka for the People," please remember to
always drink responsibly.
About SMIRNOFF
Smirnoff has been giving the people
what they want since the brand's inception in 1864. Over the years
as the "Vodka for the People," Smirnoff has changed the spirits
game from inventing the Moscow Mule to reimagining the vodka
martini.
Because the brand is dedicated to the people and their evolving
taste preferences, Smirnoff has an option for everyone and every
occasion. The Smirnoff portfolio offers a variety of options for
adults across vodka and flavored malt beverages. Current offerings
include the world's No. 1 selling Smirnoff No. 21 Vodka, the
top-selling line of flavors in North
America, the Smirnoff Zero Sugar Infusions line, and
ready-to-serve flavored malt beverages including Smirnoff Seltzer,
Smirnoff Ice and Smirnoff Ice Smash. From culturally relevant
limited editions to new innovations and zero sugar offerings,
Smirnoff has always been known for quality and affordability, and
prides itself on having something for everyone.
The Smirnoff brand traces its vodka heritage back to 19th
century Russia and is now enjoyed
in over 130 countries worldwide. Visit www.smirnoff.com for more
information, or follow us on Instagram, Twitter, Pinterest and
Facebook. Please drink responsibly.
About Diageo North America
Diageo is a global leader
in beverage alcohol with an outstanding collection of brands
including Johnnie Walker, Crown
Royal, Bulleit and Buchanan's
whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos,
DeLeon and Don Julio tequilas,
Captain Morgan, Baileys, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (NYSE: DEO)
and the London Stock Exchange (LSE: DGE) and their products are
sold in more than 180 countries around the world.
For more information about Diageo, their people, brands, and
performance, visit www.diageo.com. Visit Diageo's global
responsible drinking resource, www.DRINKiQ.com, for information,
initiatives, and ways to share best practice. Follow on Twitter and
Instagram for news and information about Diageo North America:
@Diageo_NA.
MEDIA CONTACTS:
Nicole
Anastasi
DIAGEO
nicole.anastasi@2bsquaredcommunications.com
704-796-9992
TAYLOR
Smirnoff@taylorstrategy.com
Related Links
http://www.diageo.com
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SOURCE Smirnoff