Click through to view the outdoor ad for Diageos Vanilla Smirnoff in the UK

Click through to view the outdoor ad for Diageo's Vanilla Smirnoff in the UK

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Diageo is to run an outdoor advertising campaign for the vanilla-flavoured variant of its Smirnoff vodka brand.

The company, which launched Vanilla Smirnoff in the country last year, said earlier today (21 February) that it will spend GBP1m (US$1.6m) on the outdoor push, set to break this month. The nation-wide ads will carry the tagline “New Vanilla Smirnoff… Mix it with cola”.

“Vanilla Smirnoff’s performance … has exceeded our expectations with awareness levels as high as those of Blueberry Smirnoff,” said Joanna Andrews, Diageo's brand manager for Smirnoff Flavours in Western Europe. “We continue to invest behind innovation because we want to maintain the interest around the different flavours.”

Smirnoff's flavoured vodka range also includes Lime Smirnoff, Green Apple Smirnoff and Blueberry Smirnoff.