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GLOBAL: Diageo sticks with nightlife for next Smirnoff push

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Diageo has lined up its next global marketing campaign for the Smirnoff vodka brand.

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The push, entitled Smirnoff Midnight Circus, is “a celebration of the newest, most extraordinary spectacles in nightlife”, the company said earlier today (29 August). The brand will be the subject of events in around 25 cities around the world, featuring DJs, performers, mixologists and “acts unlike any other”.

To kick off the campaign, Diageo has enlisted artist and photographer David LaChapelle to create an interactive art installation that will be the centre of events in Mexico City and Bangkok on 7 and 15 September, respectively.

The countries participating include Argentina, Armenia, Bosnia, Bulgaria, Chile, Colombia, Costa Rica, Croatia, Cyprus, Dominican Republic, Estonia, Finland, Guatemala, Malta, Mexico, Nigeria, Panama, Philippines, Puerto Rico, Romania, Serbia, Slovakia, Thailand, Trinidad & Tobago, Venezuela and Vietnam.

Smirnoff Midnight Circus, which will feature events driven by the use of light and 'Secret Sessions' – “experiences at unexpected venues with unannounced performances by top musical acts”, will run between September and February.

Diageo launched the 'Nightlife Exchange Project' for Smirnoff back in 2010.

Click play, below, for a company-sourced preview of the campaign.


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