|
drinks news
Diageo Increases investment in sea Advert
Liquid assets , drinks news, night online, COMMENTS
The makers of Smirnoff vodka have announced a 70% increase in media spend in Great Britain for the iconic ‘Sea’ advert, thanks to its success since the launch in 2007. Activity will begin in July and the £4.5 million investment will include the ad returning to TV screens, cinemas during the trailers for blockbuster films and showing on PubTV during every Premiership game throughout the season, therefore having a direct impact at point of purchase.
The ‘Sea’ advert brings to life the extraordinary purification process that the makers of Smirnoff go through to create the extraordinary pure vodka. The ocean dramatically cleanses itself from debris, throwing it ashore thereby purifying the sea. The ad aims to further increase awareness of the quality and purity credentials of Smirnoff, as well as to drive growth of the vodka and spirits category.
Chris Lock, Marketing Manager for Smirnoff at Diageo, commented: “When we launched ‘Sea’ in 2007, we were confident that we had found an innovative way of growing the profitable vodka category by creating an inspirational advert. A year on, this expectation has materialised into proven results, with research showing that the campaign significantly increased consumers’ view that Smirnoff was always of the highest quality and purity.
“‘Sea’ is also a proven cash generator for the on-trade, with last years’ activity resulting in a £5.88million increase in retail sales value, in direct relation to the campaign running. With this success story behind it, we are increasing our investment behind the ad, and expect the latest activity to further assist licensees in benefiting from the Smirnoff sales opportunity.”
‘Sea’ has also won several industry accolades, including Gold at Euro Best Awards in 2007, which recognise the best of European creativity in advertising, in the TV/Cinema category, and Winner of the Vodka Marketing Category at the Drinks International Vodka Challenge awards in 2008.
From: NIGHT Online
Subscribe to NIGHT magazine
comments
 |
|
|
No comments yet
|
Add Comment
|
