In an investment exceeding £250m, Diageo is taking steps to ensure its Smirnoff brand remains up-to-date. Both the global relaunch of the Smirnoff brand and the most recent ad campaign for Smirnoff Ice demonstrate the importance of continuously updating product offerings and associated marketing tactics.

The packaging incorporates a tapered, embossed glass bottle and a sharp, clean red and silver logo, with the aim of reflecting the brand's Russian heritage as well as its modern success. A new double-headed eagle icon will appear at the center of the logo design, which draws its inspiration from imperial Russian court awards given to the brand in the late 1880s. All the modifications are hoped to enhance its stylish and high quality positioning.

News of the bottle revamp follows the launch of Smirnoff Ice's £8.5m 'lyriquid perfection' campaign. The Smirnoff Ice campaign is setting its sights on male drinkers by using streetwise slang and the theme of a lads' night out.

The campaign will play on the phrases lyrical perfection and liquid perfection in a bid to connect with its target audience of men aged 18-24. The ads are designed to move the product's positioning on from the cheeky and witty 'as clear as your conscience' campaign. The promotion aims to show how young men gain credibility by revealing exciting details of their nights out.

It is absolutely vital for CPG companies to continuously update their product offerings and promotional campaigns. This is particularly important in the alcoholic drinks industry where consumption choice is increasingly driven by the cool image of the brand, particularly within the on-trade.

In creating cool, the challenge is not just to be creative but to be constantly contemporary. How long a brand stays cool depends on whether it can be re-invented and stay relevant to its target audience. Not everything needs to change; it is just important to send out a message of modernity.