By Jennifer Faull

Smirnoff is close to finalising a partnership with Spotify in Europe as part of plans to deepen the vodka brand’s connection to dance music.

The brand’s marketing manager for Western Europe, Dan Hatton, explained to The Drum that it builds on digital activity it ran with Spotify in the US earlier this year when it introduced its ‘Exclusively for Everybody’ global brand positioning.

The second wave of this push launched earlier this week with a new TV ad which dismissed pretentious nights out and used the strapline “Filter the unnecessary. Keep the good stuff”.

Although the finer details of the partnership Read full story ›

Source: The Drum