Diageo's Smirnoff is launching a new global advertising campaign this month. The promotional push is intended to "intrigue consumers with colourful facts and provocative symbols of its heritage and quality," Diageo said on Friday (8 July).

"Most people have heard of Smirnoff, but few know the fascinating story behind the brand," said Barry Sheridan, vice president of global marketing at Smirnoff. "With so many vodkas on the market today, consumers want to be sure they are choosing an authentic, high quality product. This campaign is designed to enlighten consumers in an engaging way about the Smirnoff brand's roots and to reinforce the vodka-making expertise that is 'Clearly Smirnoff.'"

The 'Clearly Smirnoff' campaign will encompass television, print and out-of-home executions. There will be a total of six executions. In 'Sabre,' an imperial Russian sword and a shot glass balanced on the Smirnoff bottle are designed to communicate the vodka's balanced taste, while in 'Birch,' a birch tree trunk bearing a Smirnoff label refers to the traditional Smirnoff method of filtration through charcoal made from silver birches. Four other executions - 'Cocktail Shaker,' 'Martini,' and 'Snow' complete the campaign.