INTERNATIONAL. Diageo Global Travel & Middle East (GTME) has announced a re-design of the packaging on its Smirnoff No. 21 and Smirnoff Flavours brands, creating a bold new look for its leading vodka.
“The updated design includes an understated elevation in the quality and craftsmanship of the packaging by integrating contemporary iconography with authentic heritage cues, such as specially created medallions that pay homage to the brand’s history, which extends back to Moscow in the 1860s and the pioneering of cold filtration methods,” said Diageo.
Featured elements of the new design include prominent signatures of Smirnoff vodka and historical producer Ste Pierre Smirnoff Fls, with a signature on the bottle cap. The featured crown and traditional copy also acknowledge the history of the brand.
The familiar “˜Spike’ graphic has been replaced by the “˜Regal Eagle’. This new brand icon will be leveraged by the brand in all communications.
In addition, a more refined typography and detailed glass embossing reflect the premium quality status of the brand.
GTME Marketing Manager (White Spirits, Liqueurs and Rums) Caroline Lyons said: “The re-design stylishly expresses the premium, heritage and purity signals that consumers associate with the Smirnoff brand and gives it a more premium resonance in its appearance.”
“We have fully maintained and respected Smirnoff vodka’s unique heritage while supplementing this with a more contemporary edge to keep the bottle looking fresh for maximum standout on shelf.”
“Vodka is the second-largest category in liquor in the travel retail channel after whisk(e)y and is also the second-fastest growing category. Diageo is determined to drive growth in the category.”
Smirnoff No. 21 currently also features strongly in the global summer campaign, named “˜Take Your Summer Spirit With You’, which is designed to increase footfall and sales in global travel retail and features a range of brands from the Diageo portfolio. The seasonal campaign incorporates concourse activations, easy-serve sampling, promotional recipe cards, strong visuals across advertising as well as value deals.
