Diageo rolls out £5m campaign for Smirnoff and cola launch

LONDON - Diageo is kicking off a £5m marketing push to promote the launch of its new premixed Smirnoff vodka and cola drink.

The global beverage company has released the product in an attempt to cash in on the fact that vodka and cola is the UK's best-selling on-trade mixed drink.

The drink will be available in 250ml cans.

The supporting advertising campaign, which launches today (26 April) and runs for three months, will incorporate TV, poster, press and online work, as well as a sampling campaign to boost awareness of the product.

The creative was produced by Diageo GB roster agency Isobel, with media planning and buying being overseen by Carat.