Smirnoff has launched a new campaign to drive engagement with the on-trade and help increase loyalty and category growth. The brand will be reaffirming Smirnoff’s quality and how this can help drive on-trade profit as part of a £10 million investment programme to grow the brand.
The campaign will run throughout 2014 and as well as the loyalty programme, activity, will span advertising and media partnerships. As part of the loyalty programme, Smirnoff will be giving away 1000s of prizes to drive spirit’s sales. The brand will also be offering ‘money can’t buy’ experiences based on sales activity and performance. Prizes include: Sky Sports/BT Sports packages for one year worth £2,000, cases of wet stock every month for one year worth £1,560, TVs worth £500 and a range of Smirnoff POS – Smirnoff ice buckets, bar caddies, bespoke pitchers, posters and stirrers.