It is to start work on an integrated global retail campaign for the world’s largest vodka brand, Smirnoff. This will run in travel retail environments such as airport terminals, on-board aeroplanes, in border stores and on-board cruise liners around the world.
The campaign will include advertising, in-flight, experiential, digital and in-store activity, and will aim to engage leisure travellers in an ’immersive’ experience.
Saatchi & Saatchi X already undertakes work for Diageo Great Britain and for Diageo’s Guinness and Smirnoff global brand teams.
The agency was appointed after a competitive pitch.
Ellie Martin, marketing director, Diageo Global Travel & Middle East says:
“The global travel retail environment presents a significant opportunity for Diageo, and this appointment proves that we are willing to invest in the best possible work for this market. Saatchi & Saatchi X has an unrivalled understanding of shoppers around the world, but what really impressed us was the strength of its creative work, which will represent a real step change in our creative output.”