- Smirnoff is enacting the largest change to its brand platform in greater than a decade with a recent global campaign focused on inclusivity, in response to a press release.
- “We Do We” responds to what the Diageo-owned vodka marketer termed a “joy recession,” where consumers feel increasingly alienated. Casts and artistic teams from a spread of backgrounds helped bring the brand new vibrantly coloured ads to life.
- Smirnoff is taking a digital-first approach to rolling out the trouble in 20-plus markets, led by a hero spot running on social and audiovisual channels. Out-of-home, digital and TV ads out round out the media blitz, which is able to support diverse platforms and publishers in step with Diageo’s broader strategy.
Smirnoff is trying to supply a balm for individuals who feel increasingly disconnected and alone with its splashy “We Do We” campaign. While the announcement doesn’t specifically reference the pandemic, the worldwide health crisis has had an acute impact on many consumers’ mental health, stoking feelings of isolation at the same time as COVID-19 restrictions ease.
The brand’s messaging encourages a way of community and emphasizes how mingling with people from different walks of life could be much more fulfilling. Inclusivity was considered one of the largest drivers of “We Do We,” and Smirnoff said it worked to make sure diverse partners chipped in for each a part of the campaign’s development, each behind the camera and in front of it. Creative and design firm ManvsMachine directed and produced a hero ad embodying Smirnoff’s recent ethos.
“[We] know that when our tastes are as diverse as our world, the world becomes a magical place,” a voiceover reads in the course of the spot.
This is the brand’s first marketing effort with McCann New York since naming the Interpublic Group shop its creative agency of record in November. The appointment followed an almost decade-long relationship with 72andSunny. The global rollout of “We Do We” follows several Smirnoff activations for Pride Month in markets including the U.S., U.K. and Canada and comes as summer party season kicks into full swing.
Smirnoff will proceed to construct on “We Do We” within the months ahead with planned partnerships and sponsorship activities around music, sports and entertainment events, including festivals. Diageo has been quick to leap on the NFL’s loosening of liquor promoting rules, and Smirnoff indicated that “We Do We” will play into the upcoming pro football season.
Improving diversity, equity and inclusion became a much bigger mandate for marketers following mass protests for racial justice in 2020. But the concept has gotten pushback of late amid an uptick in consumer boycotts, typically led by right-wing figures, against brands which can be perceived as overly progressive or “woke.” Smirnoff seems to nod to a few of this divisiveness while positioning its campaign as a corrective for a society apart.
“In a world where we’re consistently told to concentrate on ourselves, it’s becoming more apparent that we’re all craving to be a part of something greater,” said Stephanie Jacoby, Smirnoff’s global brand director, in an announcement. “At a time when the expression of ‘you do you’ has lost a few of its shine and inclusivity is being challenged all over the world, ‘We Do We’ is our rallying cry to embrace the facility of the collective.”
Smirnoff is not the one vodka brand encouraging togetherness around Pride. Absolut, a rival owned by Pernod Ricard, earlier this week introduced an initiative that is meant to assist consumers and business owners turn out to be higher allies to the LGBTQ+ community.
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