Smirnoff looks to direct marketing to build Black brand

Smirnoff is this week launching its first direct marketing push with a Christmas campaign for its Black brand through Evans Hunt Scott.

Smirnoff is this week launching its first direct marketing push

with a Christmas campaign for its Black brand through Evans Hunt

Scott.



Smirnoff Black drinkers will be sent a pack containing four Christmas

cards that feature traditional Christmas images art directed to look

dark and faintly sinister. Recipients will also be given the chance to

send off for two branded champagne flutes by confirming their details,

and become members of the black.out events club.



The pack copy alludes to standard Christmas and millennium cliches,

suggesting that Smirnoff Black is the ideal antidote to such

nonsense.



’After the maelstrom of Ambassadors’ Receptions and office shenanigans,’

it reads, ’after Cliff and Robbie have slugged it out with the Artist

Formerly Known As, you’ll be able to start the next thousand years in

style with Smirnoff Black.’



The pack copy goes on to remind Smirnoff Black drinkers that it’s a

smooth, mellow vodka which should be drunk neat and frozen on special

occasions.



The main purpose of the campaign is to check drinkers’ contact

information, asking them to confirm their details through the special

offer mechanism.



The target audience, according to EHS, is ’trendy urbanites’, aged

between 25 and 40 years old who have responded to Black promotions over

the past year.



Terry Hunt, the chairman of EHS, explained: ’These people go to the most

fashionable bars, they wear designer labels, and they’re both cynical

and ad-literate.’



The Smirnoff Black pack was written by Nick Moffat and art directed by

Tristan Sellen at EHS.



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