- Smirnoff’s new ‘We Do Us’ campaign is being activated in over 20 countries through a series of events, partnerships and promotional activity
- In the GB market, the brand aims to promote long-term accessibility in hospitality by partnering with Stonegate Group and Tilting the Lens, as well as hosting a one-off launch event with ‘Sink The Pink’, featuring celebrity guest music performances
- A new TV advert will keep the brand and its messaging front of mind for consumers throughout the year, encouraging socialising and togetherness particularly in the run-up to Christmas
Smirnoff, the number one vodka brand in GB[1], is revealing a new global marketing platform – ‘We Do Us’ – to launch a series of initiatives which aim to promote accessibility and inclusion when it comes to socialising.
With feelings of loneliness and isolation rising around the world[2], Smirnoff’s ‘We Do Us’ campaign will ignite social connections by bringing local communities together in an authentic way through a diverse series of cultural activations, partnerships and events.
Smirnoff is kicking off long-term partnerships with Stonegate Group, the largest pub company in the UK, and Tilting the Lens, Sinead Burke’s accessibility and inclusion consultancy, to lift social barriers within hospitality. Over the coming months, the companies will drive positive change for the disabled community by reviewing the settings in which people drink and engage with Smirnoff products.
The ‘We Do Us’ campaign is being brought to life across the off-trade and on-trade channels through impactful POS materials which showcase the vibrant creative. In grocery, over 11,000 supermarkets will be activating across Tesco, Morrisons, Asda and Sainsbury’s, while wholesalers and independent retailers across GB will also have access to POS kits, including FSDUs and parasite units. Digital OOH screens have switched on in 100+ Stonegate venues – with new screens positioned throughout venue interiors driving visibility of 2 for 1 cocktail deals.
Activations and events are planned to take place in over 20 countries, leaning into cultural celebrations and key calendar dates such as festival season and Pride – building on Smirnoff’s long-standing commitment to the LGBTQIA+ community. Spearheaded by an event curated by legendary nightlife performers, Sink The Pink, the London launch took place on Wednesday 29 November, and was hosted by Fats Timbo and Layton Williams. The night saw Drag Syndrome, a collective of fabulous Kings and Queens with down syndrome, take to the stage alongside acts that included Mel C, Leigh-Anne Pinnock, Lou Bru, Mae Muller and Kamille. By introducing features such as low-counter bars, accessible viewing platforms, quiet rooms, BSL interpreters and visual interpreting tools, disabled guests were able to participate on the night out as their full, true, and diverse selves.
The ‘We Do Us’ campaign will be underpinned by a new global TV campaign, Atomic, which aims to keep the brand front-of-mind for consumers by bringing the ethos of inclusion and togetherness to life. The advert is centred around metaphor, comparing life to a cocktail, and shows a diverse group of people spontaneously turning into bubbles which mix together before turning back into human form and finally connecting with one another.
Stephanie Jacoby, Smirnoff Global Brand Director, commented: “We’re so excited to be revealing Smirnoff’s latest campaign, We Do Us, as we look to boldly champion the power of the collective and foster social connections in a celebration of the magic that’s created when different people, flavours and ingredients come together.
“Despite there being more ways for us to connect with one another, we know that feelings of loneliness and isolation are prevalent for so many. At Smirnoff we fundamentally believe that we’re all better together which is why this activity feels so important and relevant for today. By reinforcing social connections, we aim to make it as easy as possible for as many people as possible to come together.”
David McDowell, CEO at Stonegate Group commented: “As one of the UK’s largest hospitality operators, we pride ourselves on bringing people together and providing them with the space to build social connections. It’s vital that we champion inclusivity of all types all year round to ensure as many people as possible can come together in a place that meets their needs. Our partnership with Smirnoff and Tilting the Lens demonstrates our commitment to developing our business to make it as accessible and inclusive as possible.”
Sinéad Burke, CEO and Founder of Tilting the Lens, commented: “Smirnoff’s commitment to implement measurable changes in accessibility, by working with disabled people, is a much-needed approach. Viewing accessibility not merely as a measure of compliance, but one of community and creativity means that through the inclusion of Quiet Rooms, British Sign Language performers, inclusive furniture, and trained staff, disabled people can be who they are, as they are, not merely for one night only.”
[1] IWSR, 2023
[2] McCann Worldgroup Truth Central, June 2023 // Cigna Well-being Survey April 2022
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