Diageo is rolling-out a new marketing programme for its Smirnoff vodka brand in the UK.

The 'Moscow Mule' campaign, which has been designed to promote new ways of serving Smirnoff with Schweppes mixers, will launch this month and is supported by a GBP4m (US$7.9m) investment that includes television, print, digital and outdoor advertising, the company said today (1 August).

The Moscow Mule is made up of Smirnoff mixed with Schweppes Canada Dry ginger ale.

The marketing campaign will include a TV advertisement, where, for the first time for Smirnoff, a finished mixed serve will be shown on TV.

Schweppes will launch its own outdoor advertising campaign.

"Research has shown that many consumers lack the knowledge and tools to make spirit-based drinks at home, therefore dissuading them from buying spirits," said Chris Lock, marketing manager for Smirnoff. "By providing consumers with easy solutions to make drinks such as the Moscow Mule across the spirits category, we believe this could add as much as GBP105m incremental profit to the category."