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Smirnoff launches new ‘We’re Open’ campaign

A new Smirnoff promotion features murals created by local artist Marian Noone including one on Great Victoria Street.

A new Smirnoff promotion features murals created by local artist Marian Noone including one on Great Victoria Street.

Smirnoff, Northern Ireland’s most loved vodka brand[i] from Diageo, has launched a new £100,000 brand campaign – ‘We’re Open’ – which runs to the end of the year, and looks to celebrate and champion inclusive communities, moving people to be more inclusive.

The campaign has launched with a series of playfully provocative Out of Home executions that celebrate ‘We’re Open’ through simple headlines, linked to areas that should resonate with Northern Irish consumers. Smirnoff’s alternative take on types of bars and famous NI landmarks includes one-liners such as ‘Labels are for Bottles’, ‘Trad Pubs or Hipster Hubs’ and ‘From Giant Stones to Famous Thrones’.

The out of home creative, which features Smirnoff’s iconic no21 bottle, will run across Northern Ireland until December. Smirnoff will continue to push its ‘We’re Open’ mantra this summer through using local artist Marian Noone to create a bespoke interpretation of what “We’re Open’ means for Belfast night life. The mural which is currently on Great Victoria Street references “Banter in Botanic or Cocktails in Cathedral Quarter” referencing that no matter how you spend your evening in the city, you will have a good time.

Julie Bramham, marketing director for Smirnoff Western Europe, says: “Smirnoff has always stood for inclusivity. We believe that life is better when you are more open to people and experiences and this new brand campaign encourages people to celebrate inclusivity in all its various aspects. The new out of home executions are really impactful and will hopefully make people stop and think.”

Smirnoff, as market leader, is worth 68.8% of the £88m vodka category[ii] and last year celebrated its 150th anniversary. It continues to be at the forefront of innovation with a range of exciting blends such as Smirnoff Gold, which launched in August 2013, and ready-to-drink products such as Smirnoff Ice Double Black, which launched in April.

[i] Millward Brown August 2014
[ii] Northern Ireland total trade Nielsen MAT Aug 2015

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