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Smirnoff Champions the Power of the Collective in New Global Brand Positioning "WE DO WE"
The new campaign represents the biggest platform shift from Smirnoff in more than a decade and the latest expression of the brand's belief that we're better together. Infused with a fresh, colorful energy, the campaign will roll out with a digital-first approach in 20+ markets over the coming months and will be spearheaded by a piece of social and AV content entitled 'We Do We'.
Since 1864, Smirnoff has been a brand for everyone and this latest message about the power of bringing people together feels more relevant and timelier than ever amidst a period some have called the 'joy recession', dogged by ever-increasing reports of people feeling disconnected and isolated .
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is the first activation from McCann New York as the new global creative agency of record for Smirnoff and has been created with the spirit of the collective in mind. Through every touchpoint of this campaign, both in front of and behind the camera, ' has been created by and for people from all walks of life.
This commitment is reflected in the appointment of ManvsMachine, a London and LA-based collective, to direct and produce the campaign's hero content, and the selection of a diverse cast to feature in the ad, representing the breadth of individuals that enjoy Smirnoff.
Shayne Millington , CCO McCann New York, explains:
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Going further, the activation of across Social, OOH, Digital and TV in 20+ markets will be driven by a media strategy that forms part of Diageo's wider vision of investing in platforms and publishers who are working to make mainstream media more diverse and inclusive .
The launch follows multiple brand activations at Pride events all around the world, including Brazil , Great Britain , Colombia , US, India and Canada - building on the brand's longstanding commitment to the LGBTQIA+ community.
The campaign will continue to evolve over the coming months, bringing the collective spirit of to life through a series of events, partnerships and sponsorships spanning music, sport and entertainment with activity planned to run through festival season, into the NFL season and beyond – bringing Smirnoff and its target audience together like never before.
Spirits Business, Brand Champions Report 2023
McCann Worldgroup Truth Central,
June 2023 // Cigna Well-being Survey April 2022
Diageo.com: Inclusion and Diversity
Photo - https://mma.prnewswire.com/media/2100013/Smirnoff_We_Do_We.jpg
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