Diageo GB plans to launch an integrated marketing campaign for its Smirnoff vodka brand that aims to be the largest ever.

The company said today (30 July) that it has invested GBP5m (US$10.1m) in the campaign, called 'Sea', and will run it online with immediate effect, followed by a cinema and television push next month.

The unit aims to further increase consumer awareness of the quality and purity credentials of Smirnoff, as well as to drive growth of the vodka category.

Diageo GB Smirnoff senior manager Julie Bramham, said: "Historically the creative campaigns that have been used to promote Smirnoff have helped build the brand to its market leading position. With 'Sea', we've found a new and innovative way to highlight the extraordinary lengths it (Smirnoff) goes through to achieve its purity. We're confident the campaign will assist licensees to further benefit from the Smirnoff sales opportunity."

The UK unit is investing an additional GBP500,000 in point-of-sale, which will include a training CD that demonstrates Smirnoff serves, as well as branded ice buckets, bar runners, posters and drip mats.