Diageo is hoping to draw a better consumer understanding of where its Smirnoff vodka brand comes from.

The company, which unveiled a multi-platform global campaign for the vodka yesterday (9 April), is looking to "celebrate Smirnoff's Russian heritage". Speaking to just-drinks today, Smirnoff's global brand manager, Philip Gladman, said that Diageo hopes to tap in to consumers' growing keenness to understand where the brand comes from.

"A lot of people don't know where Smirnoff comes from," Gladman said. "More people today want to understand what brands stand for. They're much more interested in the stories behind the brands."

Gladman said he hoped the campaign, which will run for "the best part of a year", would emphasise the "heritage and authenticity" of Smirnoff.

Turning to Pernod Ricard's announcement, also this week, that it has lined up a new advertising campaign in the US for its Stolichnaya vodka, Gladman looked to play down any link. "It's purely coincidental," he said. "We stand for two different parts of Russia. I don't think we're entering a race."

The Smirnoff campaign, entitled 'Signature', began its run yesterday in Ireland, with a global roll-out in July, and includes a television advert, outdoor ads and a website. The television commercial will air as two 30-second spots, with a 60-second version airing in cinemas.