Inspired by data that found a decrease in emotional connection, the Diageo vodka brand wants to spark feelings of togetherness.
Dive Brief:
- Diageo vodka brand Smirnoff recently provided details on a global campaign in more than 20 countries that is already in motion or soon to launch and built around the theme of celebrating social connections, according to a press release.
- New digital-first creative “Atomic” showcases how people mix together. The effort was inspired by recent company research that found 79% of 18-to-29-year-olds feel their emotional connections are weaker compared to a few years ago.
- In the U.K., the brand has partnered with hospitality group Stonegate to make socialization more accessible, including via a Nov. 29 event that featured a low-counter bar, accessible viewing platforms and a quiet room, among other features meant to help disabled guests enjoy the night.
Dive Insight:
Smirnoff is looking to bring people together in a new global push centered around connection. The sprawling effort is ramping up in time for the holidays, as people reconnect to celebrate with friends and family. A variety of marketing elements, including in-person activations, will continue to roll out in the months ahead with a focus on tapping into local interest in areas such as sports, music and dance.
In the U.S., Smirnoff is leaning into a love of sports to spur connections with a national TV campaign that launched in the fall and includes custom spots depicting the cultures of different fan bases. A coin toss activation united fans over the chance to win game day cocktails.
In Brazil, Smirnoff has partnered with singer Iza on a dance challenge and interactive billboards in major cities globally.
The 60-second “Atomic” digital video shows people at a gathering and dressed in colors like orange, blue and red. Eventually, they all mix together, turning into multicolored bubbles, meant to invoke the image of a drink. A voice over compares life to cocktails, saying it’s better when we all mix together.
“By reinforcing social connections and doubling down on our longstanding commitment to diversity and inclusivity, we aim to make it as easy as possible for as many people as possible to come together,” said Stephanie Jacoby, Smirnoff global brand director, in a press release.
Togetherness has been a go-to theme for alcohol brands in 2023. Jim Beam released new ads in the spring set to the song “Sweet Caroline” by Neil Diamond as a bar full of people sings along, emphasizing the importance of human connection. Stella Artois shifted its brand position to better focus on dine-in options, encouraging those to do so with friends.
