| Examples: SMIRNOFF, SMIRNOFF ICE, USA, JWT NY |
Advertising campaign "Smirnoff - Be There"
TV ads
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SMIRNOFF ICE: Pool party
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SMIRNOFF ICE: Foam Pool
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SMIRNOFF ICE: Gas Station
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SMIRNOFF ICE: Be There (Grassy Hill)
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Print, DM, Ambient, Outdoor ads
TV, Cinema, Viral, Online ads
Radio
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Smirnoff: Be There (Grassy Hill)
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| Released: | June 2009 |
| Advertiser: | SMIRNOFF  |
| Brand name: | SMIRNOFF ICE |
| Agency: | JWT NY |
| Country: | USA |
| Category: |
Alcoholic drinks
|
Credits:
The campaign, entitled 'There', is intended to move Smirnoff closer to social activity and moments when an individual can say 'I was there'. Its parent, Diageo, plans to back the strategy with a marketing spend of £15m in the UK alone.
The first TV ad, by JWT New York, breaks on 8 July. It shows a group of people dressing in outlandish costumes for an overnight party in a forest. It will be backed by outdoor ads, experiential activity and in-store promotions.
Agency: JWT NY