Diageo is rolling out a new bottle design for its core Smirnoff Vodka No 21 in the UK, supported by a £4.5million marketing and advertising campaign.
As part of a more premium and modern look, the red-backed eyebrow-like logo has been made bigger and is now the most prominent feature on the bottle.
Texture and contemporary typography have been added to the main label to create a more modern feel while the footer label emphasises the heritage of the brand with the Smirnoff shield, crown and signature.
The updated look will be reflected across all point-of-sale and promotional materials and supported by a £4.5million campaign under the banner of “We’re Open”. It is designed to increase brand recognition and highlight Smirnoff as a brand that celebrates “inclusive communities”.
Out-of-home posters in Great Britain and Ireland in May and June feature “playfully provocative” creative and coincide with media partnerships.
Julie Bramham, marketing director for Smirnoff Western Europe, said: “This is a really exciting period for Smirnoff and we’re looking forward to seeing the new packaging on store shelves and in bars and restaurants across Europe in the coming months.
“The new design was borne from a desire to reflect some of our amazing 151-year history, whilst also wanting to include a nod to the contemporary spirit and vibrancy of our drinkers.
“We feel the new design really bring this to life in a way which delivers brilliant shelf standout and hope that the 17.7million people who drink Smirnoff across Europe will agree.”
Smirnoff, as market leader, is worth 59% of the growing £1.8billion on-trade vodka category in the UK, according to figures from research group CGA Strategy.