click for larger view
click image to enlarge

Diageo has unveiled a major overhaul for its flagship vodka brand Smirnoff, which includes a packaging redesign and a major ad campaign.

The company will launch the new packaging in the US this month, where it will be backed by 50% increase on its US marketing budget to US$157m this year.

A global roll out will follow early next year with a significant increase in the $250m global spend.

Andy Fennell, president of global marketing for Smirnoff, said: "We updated our look to make a bold, contemporary statement about our category leadership and quality product."

The redesign begins with the relaunch of Smirnoff Red but will eventually be rolled out across the Smirnoff product range, including the RTD brands Smirnoff Ice and Smirnoff Black Ice.

As well as the new advertising campaign, the relaunch will be backed by on- and off-trade activities, a PR campaign and the Smirnoff Experience, the series of dance events the brand sponsors globally.

The TV and print ad campaign will begin in the US in October. Called "Neat", it depicts the Smirnoff bottle with an olive twist and a shot glass, encouraging consumers to drink it neat.