Diageo retail arm tasks Saatchi X with Smirnoff project

Diageo Global Travel & Middle East (GTME) is to work with shopper marketing specialist Saatchi & Saatchi X on a range on international projects, including one for Smirnoff.

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.”

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