Smirnoff is launching a nationwide promotion to win a diamond this September.
The ‘Smirnoff 21 Diamonds’ campaign will offer consumers the opportunity to win one of 21 diamonds, worth £4,000 each, through a limited-edition temperature activated bottle or neck collar.
Shoppers must freeze a limited-edition bottle or neck collar of Smirnoff No.21 to reveal a unique 8-digit code. This must then be entered via the Smirnoff website to see if a diamond has been won.
The campaign is supported by a £600,000 marketing spend including social media, YouTube and a video-on-demand TV ad.
The limited-edition bottle has a striking, premium design to reflect the upmarket nature of the promotion and create on-shelf stand-out.
Nick Payman, Head of Smirnoff GB for Diageo, said: “The vodka category is highly populated and we are always looking for new and innovative ways to stand out from the crowd. Smirnoff strives to disrupt the category and the new campaign demonstrates that Smirnoff is no ordinary vodka. We aim to continue to grow Smirnoff’s share within the vodka category.
“Almost a quarter of spirits buyers are influenced to purchase because the packaging caught their eye – the beautifully designed bottle wrap and neck collar has stand out shelf appeal and aims to entice shoppers to discover the exciting promotion. Our aim is to continue building awareness and grabbing the attention of audiences, we’re confident the promotion paired with the packaging will do just that.”