By Natalie Mortimer

Diageo owned Smirnoff has launched a new advertising campaign in a bid to shake off the ‘exclusivity and pretension’ that the vodka brand says has taken over the category.

The global campaign, which uses the tag line ‘Exclusively for Everybody’, has been created to bring a “fresh voice” to Smirnoff and position the brand as vodka for the masses.

An online film and six 30-second spots, created by 72andSunny’s Amsterdam and New York offices, will be brought to life through a fully integrated campaign across broadcast, out of home and digital.

The campaign tells the story of two friends organising a Read full story ›

Source: The Drum