Smirnoff axes 'Nightlife Exchange'

Smirnoff is scrapping its multimillion-pound 'Nightlife Exchange Project' global experiential activity after just two years.

Smirnoff: dropping activity
Smirnoff: dropping activity

Since 2010, the vodka brand held a series of events where cities and countries ‘exchanged’ their nightlife. Last year, the activity was fronted by pop star Madonna, who promoted an online dance competition.

Michelle Klein, vice-president of global marketing communications and digital for Smirnoff, said: "We had two fantastic years with 'Nightlife Exchange'. The question I was being asked was, 'where do you go after Madonna, with the volume sales and equity up?' When you’re on a high, it’s a great time to do a reinvention."

A Diageo insider said the company wanted to switch to an ‘always on’ marketing approach instead of basing activity around one major push.

Smirnoff will now focus solely on a campaign to inspire people to create nightlife experiences, under the fresh global tagline ‘Yours for the making’.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).