[ad_1]
Smirnoff is leaning further into intersectionality and inclusivity with a colorful campaign and series of experiences that celebrate the magic that happens when people from different backgrounds socialize together.
In mid-2023, the vodka brand unveiled a fresh tagline devised by newly appointed agency McCann, “We Do We.” The hero spot features drinkers of different genders, races, ages, sexual orientations and backgrounds, positioning diversity as a strength.
Now the brand is launching the next phase of the campaign, which takes this message further. Based on its own insight that in-person socializing has been steadily declining since 1995, Smirnoff wants to tackle the feelings of loneliness and isolation that have been amplified by the pandemic.
After finding that 79% of 18- to 29-year-olds feel their emotional connections are weaker today than they were in the past, Smirnoff plans to bring people together through activities, partnerships and events that promote local culture and group activities including music, sport and dance.
Promotions will run across more than 20 countries such as the U.K, Canada, Brazil, Mexico and North America.
In focusing on togetherness, the Diageo-owned spirit will up the ante on its longstanding commitment to the LGBTQ+ community, who have been represented in the vodka giant’s advertising for two decades. The latest iteration of “We Do We” also targets another marginalized group: the disabled community.
“There’s been a lot of talk over recent years around the notion of ‘you do you,’ but this can bring its own challenge,” Smirnoff global brand director Stephanie Jacoby told Adweek.
“By contrast, at Smirnoff, bringing people together has always been part of our DNA, and with feelings of disconnection and isolation rising around the world it felt more important than ever to bring our message of inclusivity and social connection to life,” she added.
This multichannel campaign will be underpinned by a new global ad “Atomic,” which plays on the idea that life is a cocktail.
The spot shows a group of people turning into bubbles and mixing together, before returning to human form where they connect over a drink.
As part of parent firm Diageo’s commitment to working with diverse suppliers, to which it allocated 4.8% of its $3.4 billion marketing spend in 2022, Jacoby’s team worked with a global collective of creatives to bring the campaign to life. This included choreographers, producers, animators and 3D artists from across a diverse range of ages, genders, ethnicity and abilities.
“Each person’s unique features are represented in bubble form, with each reflecting its owner’s individuality and unique personality,” she noted.
