Diageo Launches New Smirnoff Campaign: “Exclusively For Everybody”

Smirnoff Exclusively For EverybodySMIRNOFF Vodka invites fans of legal drinking age to enjoy honest effortless, good times at “The Party” with Community’s Alison Brie and Parks and Recreation’s Adam Scott

NORWALK, Conn., April 9, 2014 /PRNewswire/ — Waiting in a standstill line that wraps around the block. Being at the mercy of the “bouncer’s discretion.” Blowing three months’ rent just to stand behind a velvet rope and hold a bottle with a sparkler. Sound familiar? Well, SMIRNOFF®, the world’s best-selling vodka, is here to remind people that fun nights out don’t have to be such a hassle. Exclusivity is out. It’s time to let everyone in. Introducing “Exclusively for Everybody” – SMIRNOFF’s new global marketing campaign.

Vodka, at its core has always been the drink of the people; approachable and accessible for everyone. But somewhere along the way, the spirit became associated with exclusivity and pretension. As the leader in vodka, SMIRNOFF decided it was time for a change. While remaining rooted in promoting responsible drinking, the new campaign celebrates the brands belief that exclusivity for few is less fun than good times for all.

“We wanted to bring a fresh voice to vodka and break through some of the exclusive characteristics the category has come to be associated with.  SMIRNOFF was created to be enjoyed by everyone, from Czars and Hollywood stars to you and your friends in the bar down the street. We want to celebrate that we’re there for good times, wherever and however they occur,” said Dan Kleinman, US Brand Director of SMIRNOFF.

SMIRNOFF has created a digital film and six 30 second spots for the “The Party” which tells the story of two friends planning and hosting a party while poking fun at the elements that get in the way of honest, effortless good times. While house parties are always a good time for the many, SMIRNOFF recognizes that no party is complete without a safe ride home; that’s why one of the 30 second spots titled: Ride Home is dedicated to just that. Under the direction of the renowned Russo Brothers ofArrested Development and Captain America: The Winter Soldier, television superstars Alison Brie of NBC’s Community andAdam Scott of NBC’s Parks and Recreation play host to the epic house party. Experience “The Party” now atwww.youtube.com/smirnoffus.

“When I read the script for ‘The Party’ I really liked the message and vibe that SMIRNOFF wanted to bring to the forefront,” said Alison Brie. “A good time is always more fun when everyone is included and I think the playfulness of ‘The Party’ videos brings this to life.”

“‘The Party’ videos really showcase the idea of inclusiveness,” said Adam Scott. “It’s so refreshing to work with a brand, like SMIRNOFF, that understands that a good time can be casual and unpretentious.”

The first release of the new global ‘Exclusively for Everybody’ platform ‘The Party’ will kick off in April 2014. Created by 72andSunny’s Amsterdam and New York offices, the creative will be brought to life through a fully integrated campaign across all media including: broadcast, out of home, digital and a national partnership with Spotify, the leader and trailblazer in bringing today’s music to the masses. Consumers of legal drinking age will have the chance to live “The Party” by submitting their must-have house party track into the sweepstakes by going to www.spotify.com/smirnoff for the chance to win one of four epic house parties thrown in their hometown. For those who don’t walk away with the grand prize, entrants can win a three-month premium Spotify membership.

When enjoying honest and effortless good times with SMIRNOFF, always remember to do so responsibly. For more information on the SMIRNOFF “Exclusively for Everybody” campaign and how “The Party” is coming to life, please visitwww.smirnoff.com or become a fan of the “Most Liked” vodka brand at www.facebook.com/smirnoff. Be sure to join us onwww.pinterest.com/smirnoffvodka.

About SMIRNOFF
The SMIRNOFF brand that boasts the world’s number-one selling premium spirit and the top-selling flavored vodka in North America, traces its heritage back to 19th century Russia. As the most awarded vodka brand in the world, SMIRNOFF has always been known for quality and is enjoyed responsibly in 130 countries around the world.   For more information, log on towww.smirnoff.com.

About Diageo
Diageo (Dee-AH-Gee-O) is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines and beer categories. These brands include Johnnie Walker, Guinness, SMIRNOFF, J&B, Baileys, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines.

Diageo is a global company, trading in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (DGE).  For more information about Diageo, its people, brands, and performance, visit us at Diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.