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’.
This article was first published on marketingmagazine.co.uk
The annual advertising hajj that is the Cannes Lions has kicked off in a steamy haze of rosé, Brazilians and flashy boats. Twelve thousand delegates are desperately seeking out free drinks in between trying to squeeze into packed talks by a mix of celebs, industry legends, wannabes and hasbeens.