Consumers given chance to win a £4,000 diamond

Smirnoff, the world’s No.1 vodka brand[1], is launching a nationwide promotion to win a diamond this September. The ‘Smirnoff 21 Diamonds’ campaign will offer consumers the opportunity to win 1 of 21 diamonds, worth £4,000 each, through a unique limited-edition temperature activated bottle or neck collar. Supported with marketing investment, the bottles will be available across grocery, convenience and wholesale in the UK for a limited time only.

Through a freeze and reveal mechanic, shoppers simply have to freeze a limited-edition bottle or neck collar of Smirnoff No.21 where an 8-digit unique code will be revealed. The code must then be entered via the Smirnoff website to see if a diamond has been won.

As the number one contributor to value growth of total vodka[2], Smirnoff continues to explore ways to reinvigorate the Vodka category. Coupled with insight that suggests more than half of Vodka drinkers are likely to take part in a promotion[3], the Smirnoff 21 Diamond campaign perfectly taps into this opportunity. The limited-edition bottle delivers a striking, premium design to reflect the exclusive promotion and creates impactful stand-out on shelf.

The Smirnoff 21 Diamonds campaign is support by an £600k media plan including social media, YouTube and a TVC on broadcast video-on-demand, airing from 14th September. 

Nick Payman, Head of Smirnoff GB, 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 (23%)[4] 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.”

[1] IWSR 2020 data

[2] Nielsen Scantrack Data w/e 3.10.20

[3] YouGov GB Profiles 2021_01_10

[4] IGD 2018

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