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UK: Diageo gears up for US$3.8m Smirnoff push

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Diageo's new GBP2.5m (US$3.8m) UK marketing campaign for its Smirnoff vodka brand will include a TV ad set to launch this month.

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The ad is an extension to its Nocturnal Awakening campaign, which released six months ago, Diageo said today (5 April). The new campaign also includes next month's Slumberfest, an "experiential" activity in seven UK cities that will feature giant four-poster beds. 

The TV spot will first air in the UK in Northern Ireland on 15 April and in the rest of the UK and Germany on 22 April, a Diageo spokesperson said. The ad launched in Denmark last month. 

Last month Diageo rolled-out its coffee-flavoured Smirnoff, Smirnoff Espresso, to the UK. 


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