Smirnoff is leaning additional into intersectionality and inclusivity with a colourful marketing campaign and collection of experiences that commemorate the magic that occurs when individuals from totally different backgrounds socialize collectively.
In mid-2023, the vodka model unveiled a recent 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 range as a power.
Now the model is launching the subsequent part of the marketing campaign, which takes this message additional. Based mostly by itself perception that in-person socializing has been steadily declining since 1995, Smirnoff desires to deal with the sentiments 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 this moment than they had been prior to now, Smirnoff plans to deliver individuals collectively via 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.Ok, 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+ neighborhood, who’ve been represented within the vodka large’s promoting for 20 years. The most recent iteration of “We Do We” additionally targets one other marginalized group: the disabled neighborhood.
“There’s been lots of discuss over latest years across the notion of ‘you do you,’ however this may deliver its personal problem,” Smirnoff international 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 essential than ever to deliver our message of inclusivity and social connection to life,” she added.
This multichannel marketing campaign can be underpinned by a brand new international advert “Atomic,” which performs on the concept that life is a cocktail.
The spot exhibits a gaggle of individuals turning into bubbles and mixing collectively, earlier than returning to human type the place they join over a drink.
As a part of mum or dad agency Diageo’s dedication to working with various suppliers, to which it allotted 4.8% of its $3.4 billion advertising and marketing spend in 2022, Jacoby’s staff labored with a world collective of creatives to deliver the marketing campaign to life. This included choreographers, producers, animators and 3D artists from throughout a various vary of ages, genders, ethnicity and skills.
“Every particular person’s distinctive options are represented in bubble type, with every reflecting its proprietor’s individuality and distinctive persona,” she famous.
