News

Smirnoff teams with Ladbible for online activation - video

Most popular

The next chapter for Scotch has its challenges

The just-drinks analyst returns

What does the future hold for Champagne? - Focus

just-drinks meets Beam Suntory CEO Albert Baladi

just-drinks speaks to Beam Suntory CEO - Part II

MORE

Diageo has lined up an online partnership in the UK with social media and entertainment business Ladbible Group for its Smirnoff vodka brand.

The year-long tie-up, called 'Free To Be', began this week with Night Shift, a short documentary featuring stories from "everyday heroes", including a female bouncer, a transgender bartender and an attendant at a gender-neutral toilet. The initiative is aiming to promote empathy and "difficult conversations" among Ladbible's 62m-plus followers, with a focus on the nightlife environment.

Financial details behind the activation, which will run on the Ladbible site as well as on Youtube, were not disclosed.

Today's announcement highlighted a recent Ladbible survey that found 70% of Millennials were apathetic to the online depiction of serious stories, with 30% confused about how to talk about issues such as inclusivity.

Smirnoff and Ladbible collaborated for the first time late last year to tackle negative perceptions around gender identity and sexual orientation.

Earlier this year, Diageo teamed up with Spotify for a Smirnoff-fronted 'Equalizing Music' activation, which told Spotify listeners what proportion of the music they'd been listening to were male or female artists.

When spirits companies cut their marketing budgets, why not increase yours? - Click here for a just-drinks comment


Related Content

Baijiu, vodka and the white spirits challenge for Diageo - Analysis

Baijiu, vodka and the white spirits challenge for Diageo - Analysis ...

What's coming up in spirits in 2017? - Predictions for the Year Ahead - Comment

What's coming up in spirits in 2017? - Predictions for the Year Ahead - Comment...

Comment - Spirits - And, For the Lady?

Comment - Spirits - And, For the Lady?...

Diageo closes in on RTD, Guinness South Africa partnership with Anheuser-Busch InBev's SAB

Diageo closes in on RTD, Guinness South Africa partnership with Anheuser-Busch InBev's SAB...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?