Diageo has increased the media spend for its Smirnoff vodka brand in the UK by 70%.

Activity for the 'Sea' advertising campaign, which originally launched last year, will see a GBP4.5m (US$8.9m) investment in returning the ad to TV screens and cinemas during film trailers .

"When we launched Sea in 2007, we were confident that we had found an innovative way of growing the profitable vodka category by creating an inspirational advert," said Chris Lock, marketing manager for Smirnoff at Diageo. "A year on, this expectation has materialised into proven results, with research showing that the campaign significantly increased consumers' view that Smirnoff was always of the highest quality and purity."

The Sea advert shows the purification process that the makers of Smirnoff go through to create its vodka.

"Sea is also a proven cash generator for the off-trade, with last years' activity resulting in a GBP8.8m increase in retail sales value, in direct relation to the campaign running. With this success story behind it, we are increasing our investment behind the ad, and expect the latest activity to further assist retailers in benefiting from the Smirnoff sales opportunity."