Diageo’s vodka brand Smirnoff has announced the global launch of a new campaign entitled ‘WE DO WE’, which aims to champion the power of the collective and celebrate the magic of ‘we’ that’s created when different people, ingredients, and flavours come together.
The campaign is said to represent the biggest platform shift from Smirnoff in more than a decade. It will roll out with a digital-first approach in 20+ markets over the coming months and will be spearheaded by social and AV content.
Stephanie Jacoby, Smirnoff Global Brand Director, commented: “In a world where we’re constantly told to focus on ourselves, it’s becoming more apparent that we’re all yearning to be part of something bigger. At a time when the expression of ‘you do you’ has lost some of its shine and inclusivity is being challenged around the world, ‘WE DO WE’ is our rallying cry to embrace the power of the collective.”
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 ‘WE DO WE’ to life through a series of events, partnerships and sponsorships spanning music, sport and entertainment.
