Smirnoff looks for relevance among millennials with ‘Electric’ liqueur launch

Diageo is launching its Smirnoff Electric range in the UK as it looks to meet changing consumer needs and ensure its brand remains relevant amid growing competition.

https://www.youtube.com/watch?v=1Tfk6m4Afjo&feature=youtu.be

Smirnoff is introducing two flavoured vodkas – berry and mandarin – to the UK market. The move comes after the brand trademarked the Electric range in February this year.

The launch is being supported with a brand campaign, #WhatWeBring, which is described as the next chapter of Smirnoff’s aim of encouraging “inclusivity”. Earlier this year the brand launched its “We’re Open” campaign, which promoted the brand’s inclusive positioning in Great Britain and Ireland by targeting events such as the election and Pride in London.

The campaign sees the brand collaborating with pop artists Kiesza and Djemba Djemba to recognise how music can bring different cultures and communities together.

“Our brand purpose is all based around inclusivity. The campaign is the next phase of that story line,” Dan Hatton, marketing manager for Smirnoff WE told Marketing Week.

Changing millennial demands

The new products were launched in response to changing consumer and on-trade trends, Jennifer Rebaudo, Smirnoff’s brand manager innovation Europe added.

“Particularly the high-end retailers crave something different and millennial consumers are always looking for something new. We hope that through this product people will see Smirnoff as an innovative brand that keeps up with societal trends,” she said.

The brand also wants to recruit new drinkers.

“Our pride and joy is Smirnoff 21. While it does an incredible job for many people, there are times that it isn’t the right product. This is why we’re developing innovative, disruptive products that cater perfectly to new occasions,” Hatton explained.

“Millennial audiences also haven’t grown up with an established drinking repertoire, which means there is an opportunity for us to create new products in a contemporary way.”

Remaining relevant

Figures from IRI show that Smirnoff remains the biggest brand in the vodka category and with its value sales increasing by 7.9% year on year in the 12 months to the end of July. That outpaces growth in the wider market, with total vodka sales up 2.9% to £1.1bn.

However, other branded vodkas are experiencing stronger growth, with Russian Standards and Grants seeing its value sales grow 18.8% and 13.3% over the same period.

Hatton believes that while Smirnoff is well positioned for future growth, it cannot rests on its laurels – which is why it launched the Electric range.

“Smirnoff is in good shape in terms of the market and UK performance. This is down to strong marketing and storytelling, which makes the brand feel innovative in the minds of the millennial consumer. We need to make sure that our brand stays relevant as ever,” he concluded.

  • Hear all about the importance of engaging social content at this year’s Festival of Marketing. Taking place on 11 and 12 November there will be 12 stages and hundreds of speakers. Click here for information and to book tickets.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here