Smirnoff launches fresh £7m Nightlife push

Diageo is launching a £7m marketing push encouraging fans to suggest new drinking occasions for its Smirnoff vodka range as the latest phase of its ‘Nightlife Experiences’ global campaign.

The “Nightlife” ideas will be shared on YouTube, Facebook and Twitter with the hashtag #YoursForTheMaking. Smirnoff is also partnering with influential individuals in the UK music scene such as famous DJs and nightclub owners to upload their own suggestions in a bid to encourage people to take part.

The best ideas will revealed in a series of “Nightlife Experiments” across the UK, Ireland and Germany in the first quarter of 2013.

The initiative will be supported by a TV spot, titled ‘Nocturnal Awakening”, that will launch across Western Europe this week. The advert uses the strapline “Go make the night. It’s up to you” and features several scenes of “nightlife experiences” including people taking showers in glitter and a piano being filled with ice and Smirnoff bottles.

Drinks manufacturers are increasingly looking to identify new consumption occasions around their brands to maintain sales. Vodka brand Zurbrowka is using its upcoming marketing activity to position itself as a drink to be consumed in “more personal moments.”

The company says the advertising push aims to encourage drinkers to come up with consumption occasions at home and not just on nights out with their friends.

Emma Sherwood-Smith, marketing manager for Smirnoff Western Europe, says: “With ‘#YoursForTheMaking’ we are asking our consumers to unleash their own inner spirit of inventiveness in their drinks and nightlife choices in order to have an even better time. We are working with leading nightlife curators to inspire and facilitate innovative new nightlife ideas, which continue to challenge conventions and inspire people to try something new.”

Smirnoff launched the “Nightlife” project globally in 2010 as a way of sourcing consumer-generated ideas for experiential campaigns. It encourages conusmers to share what makes nightlife in their country great and then uses the ideas to create special branded events across the world.

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