Mother London wins Smirnoff Apple Bite brief

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Smirnoff: appoints Mother London for pan-European launch of sub-brand later this year
Smirnoff: appoints Mother London for pan-European launch of sub-brand later this year

Mother London has won a pan-European brief from Diageo for the launch of a Smirnoff sub-brand, called Apple Bite, following a pitch process.

Smirnoff Apple Bite is a Ready To Drink product that is expected to launch later this year. It comprises vodka and apple juice and will be available in a can, similar to Smirnoff’s Vodka & Cranberry juice drink.

JWT New York currently handles the main Smirnoff advertising account and pitched unsuccessfully for this brief.

In a statement Diageo said: "JWT is the global agency of record on the Smirnoff business and we remain committed to that successful partnership that has produced award-winning work for our brand over the last few years.

"Our Western Europe Smirnoff team works with a number of agencies in the region and has elected to work with Mother London on a specific Western Europe project.  

"This in no way affects the global relationship and we continue to work with the JWT team on the global Smirnoff account."

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