The activity moves away from the drink’s previous focus on the purity of the brand in favour of a lifestyle positioning.
The “there” campaign aims to communicate the “exceptional, unexpected and inexplicable moments” in life.
In the UK, a TV spot, created JWT New York, will break on July 8. “Woods” will show a group of people in fancy dress enjoying a night in the woods.
Digital, PR, outdoor, experiential and in-store activity will also run globally.
Anita Robinson, marketing director for Smirnoff, says the campaign marks a “shift” away from a “traditional” marketing approach and aims to “inspire consumers to experience and create exceptional, unexpected and inexplicable there moments for themselves.”
Last year, Diageo marketed Smirnoff as a mixer brand for the first time. The drinks maker followed this up with a joint marketing campaign with Coca-Cola Enterprises aimed at driving spirit-mixer sales in the off-trade earlier this month.