Cibi e Bevande
SMIRNOFF INITIATIVE REIGNITES SOCIAL CONNECTIONS THROUGH CULTURAL ACTS AROUND THE WORLD
With a recent report indicating that 79% of 18-29 year-olds feel their emotional connections are weaker today than they were in the past , this new initiative aims to tackle feelings of disconnection and isolation around the world. Rolling out in more than 20 countries including the UK, Canada , North America , Mexico , Brazil , Ireland , India and Australia , the initiative will bring local communities together through activities, partnerships and events that lean into local culture and passion points such as music, sport and dance.
These activations will be underpinned by a new global creative, Atomic, which brings this inclusive ethos to life through a playful "life is like a cocktail" metaphor. Embodying the spirit of togetherness, the spot, initially launching in the UK, shows a diverse group of people spontaneously turning into bubbles which mix together before turning back into human form and finally connecting with one another.
In the UK, Smirnoff is reigniting social connection with a focus on lowering social barriers through a new long-term partnership with Sinead Burke's accessibility and inclusion consultancy, Tilting the Lens, and Stonegate, one of the UK's largest hospitality groups, to make socialising more accessible.
Spearheaded by an event curated by legendary nightlife performers, Sink The Pink, the London launch took place last night, Wednesday 29 November, and was hosted by comedian Fats Timbo and actor Layton Williams . The night saw Drag Syndrome, a collective of fabulous Kings and Queens with Down syndrome, take to the stage alongside an array of performers including former Spice Girl Mel C.
The venue was transformed to showcase some of the ways in which barriers found in the built environment of our social venues can be addressed. The inclusion of features such as a low-counter bar, accessible viewing platforms, a quiet room, BSL interpreters and visual interpreting tools meant that Disabled guests were able to enjoy the night as their full, true, and diverse selves.
The ambition is that the brand's partnership with Stonegate and Tilting the Lens will drive positive change for the Disabled community over the coming months by reviewing the settings in which people drink and engage with Smirnoff products.
Beyond the UK, Smirnoff has used the medium of dance to reignite social connections across Brazil through its partnership with popstar IZA to launch a unique track and dance challenge that has got everyone moving together. The initiative has spanned borders with interactive billboards in major global cities encouraging passers-by to get involved.
In the US, Smirnoff has been using the power of sport to reignite social connections with an NFL partnership that encourages all fans to come together and celebrate their unique traditions and fandom for Game Days. A new national TVC campaign launched with custom spots that demonstrate the cultures of each fanbase alongside a coin toss activation that enabled fans to win delicious game day cocktails, demonstrating how Smirnoff brings people together.
More activities are being planned in markets all around the world over the coming months, including fresh partnerships and initiatives focussed on festival season and Pride - building on Smirnoff's well-established commitment to the LGBTQIA+ community - and ensuring they continue to reignite social connections and bring people together like never before.
For all media inquiries and/or interview requests, please contact smirnoffglobal@smarts.agency
The Atomic creative spot can be viewed here and behind the scenes of production is available here.
Smirnoff is the world's #1 vodka and Diageo's most popular spirit brand by volume Smirnoff is a brand for everyone and has been enjoyed for more than 150 years. To learn more about Smirnoff and any upcoming news, visit www.smirnoff.com.
Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer categories. These brands include Johnnie Walker , Crown Royal, JεB and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio , Tanqueray, and Guinness.
Diageo is a global company, and our products are sold in more than 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands and performance, visit us at . Visit Diageo's global responsible drinking resource, , for information, initiatives and ways to share best practice.
Celebrating life, every day, everywhere.
Spirits Business, Brand Champions Report 2023
McCann Worldgroup Truth Central Truth About Youth 2023
Spirits Business, Brand Champions Report 2023
Diageo Performance Results for fiscal year 2023
Video: https://mma.prnewswire.com/media/2288566/ATOMIC_60.mp4
Photo: https://mma.prnewswire.com/media/2286956/Smirnoff_Atomic.jpg
Photo: https://mma.prnewswire.com/media/2289377/Smirnoff_Global_Initiative.jpg
Logo: https://mma.prnewswire.com/media/2286954/Smirnoff_Logo.jpg
View original content:https://www.prnewswire.co.uk/news-releases/smirnoff-initiative-reignites-social-connections-through-cultural-acts-around-the-world-302001846.html