Smirnoff Source™
Splashes into the Northeast
Smirnoff Source™
to Unveil New Broadcast Advertising and Interactive Online Banner Ads in
July
NEW YORK (Business Wire EON/PRWEB ) July 5, 2007 --
Smirnoff Source™, the new premium beverage
offering from Diageo North America that combines pure spring water with
alcohol, has launched a new advertising campaign that debuted on July 1st.
The new multi-million dollar campaign features outdoor billboards, :15
and :30 second broadcast spots and online banner ads that give consumers
the ability to actually control and interact with the ads.
Set to run through the end of August, the broadcast spots, entitled
"Whoo! alright, yeah Uh Huh,” and “Smirnoff
Source Drink Responsibly," feature a stream of water dancing to the
pulsating beats of numerous up and coming artists, including The Rapture
and Nextmen. Created by JWT and directed by Koichiro Tsujikawa, the
creative spots bring water to life in a never-before-seen manner.
"In these ads, much like in Smirnoff Source, the pure spring water is
the star," said Mark Breene, Vice President, Diageo Progressive Adult
Beverages. “We feel these spots capture the
energy and vitality of the Smirnoff Source lifestyle, and are looking
forward to seeing our consumers celebrating responsibly.”
The broadcast ads will run in nine Northeastern states through the end
of August, including Connecticut, Maine, Maryland, Massachusetts,
Michigan, New York, Ohio, Pennsylvania and Road Island.
The online banner ads, which will allow consumers to use their mouse to
manipulate the dancing water to create unique shapes and patterns of
their choosing, will run from July through August and again from October
through November. Outdoor billboards featuring a three-dimensional
bottle of Smirnoff Source being submerged in water will appear in cities
throughout the Northeast beginning in July.
Smirnoff Source is the latest product to be offered as part of Diageo’s
industry-leading Progressive Adult Beverage (PAB) category. Other PAB
product offerings include Smirnoff Ice®
premium malt beverage, Smirnoff® Raw Tea™
and Captain Morgan Parrot Bay™ Tropical Malt
beverages.
When enjoying this new product, and all its products, Diageo reminds its
adult consumers to drink responsibly. As the world's largest spirits,
wine and beer company, Diageo is committed to social responsibility and
the responsible marketing of its brands. The Diageo Marketing Code is
one of the most stringent in the industry. Diageo is a founding member
and major supporter of The Century Council, a not-for-profit
organization whose programs are designed to combat drunk driving and
underage drinking.
About Diageo
Diageo (Dee-AH-Gee-O) is the world’s leading
premium drinks business with an outstanding collection of beverage
alcohol brands across spirits, wine and beer. These brands include
Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray,
Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards
wines.
Diageo is a global company, trading in some 180 countries around the
world. The company is listed on both the New York Stock Exchange (DEO)
and the London Stock Exchange (DGE). For more information about Diageo,
its people, brands, and performance, visit us at http://www.diageo.com.
Celebrating life, every day, everywhere, responsibly.
See the original story at: http://eon.businesswire.com/releases/smirnoff/source/prweb537913.htm
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