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Smirnoff’s New Face
Diageo Great Britain has launched a global advertising campaign for its Smirnoff Ice brand.
Diageo Great Britain has launched a global advertising campaign for its Smirnoff Ice brand. The ads, part of a campaign worth £4m in the UK over the next three months, revolve around the face of the brand, Uri.
Senior brand manager for Smirnoff Ice at Diageo Great Britain, Kathryn Barlow, said, “In Uri, we believe we’ve created a unique character who will capture the imagination of our main audience, 18 to 24-year-old men. These consumers don’t want to be sold to, it’s about engaging them in a way that doesn’t try too hard. To this end the campaign has been executed in a “mockumentary” style to bring to life Uri’s fresh and distinctive world.” The two ads, called Garden and Huskies, will run on terrestrial and satellite TV and will be supported by activity on radio, bus-sides, outdoor, online, PoS and PR.