Diageo-owned vodka brand Smirnoff has revealed a new global marketing platform – ‘We Do Us’ – to launch a series of initiatives which aim to promote accessibility and inclusion when it comes to socialising.
The campaign aims to “ignite social connections by bringing local communities together in an authentic way through a diverse series of cultural activations, partnerships and events”.
Smirnoff is kicking off long-term partnerships with pub group Stonegate, and Tilting the Lens, Sinead Burke’s accessibility and inclusion consultancy, to “lift social barriers within hospitality”. Over the coming months, the companies will drive positive change for the disabled community by reviewing the settings in which people drink and engage with Smirnoff products.
The ‘We Do Us’ campaign is being brought to life across the off-trade and on-trade channels through POS materials which showcase the creative. In grocery, activity will run across Tesco, Morrisons, Asda and Sainsbury’s, while wholesalers and independent retailers also have access to POS kits, including FSDUs and parasite units. Digital OOH screens have switched on in 100+ Stonegate venues – with new screens positioned throughout venue interiors, driving visibility of 2 for 1 cocktail deals.
Activations and events are planned to take place in over 20 countries, leaning into cultural celebrations and key calendar dates.
The ‘We Do Us’ campaign will be underpinned by a new global TV campaign, Atomic, which aims to keep the brand front-of-mind for consumers by bringing the ethos of inclusion and togetherness to life. The advert is centred around a metaphor, comparing life to a cocktail, and shows a diverse group of people spontaneously turning into bubbles which mix together before turning back into human form and finally connecting with one another.
Stephanie Jacoby, Smirnoff Global Brand Director, commented: “We’re so excited to be revealing Smirnoff’s latest campaign, We Do Us, as we look to boldly champion the power of the collective and foster social connections in a celebration of the magic that’s created when different people, flavours and ingredients come together.
“Despite there being more ways for us to connect with one another, we know that feelings of loneliness and isolation are prevalent for so many. At Smirnoff we fundamentally believe that we’re all better together, which is why this activity feels so important and relevant for today. By reinforcing social connections, we aim to make it as easy as possible for as many people as possible to come together.”
