Smirnoff launches new product line Smirnoff Electric with 'inclusive' music video
by Daniel Farey-Jones
Diageo vodka brand Smirnoff is collaborating with figures from the world of dance music in the international launch of a new product line of liqueurs called Smirnoff Electric.
The brand is basing its new #WhatWeBring campaign on the inclusive idea that everybody has something unique to bring to the night, and when they do, the good times get even better.
The springboard for the campaign is a music video (below) for the latest song from singer Keisza and producer Djemba Djemba, Give It To The Moment, which celebrates different ages, races, genders, sexualities, cultures and styles.
The video features people drinking Smirnoff Electric, which Diageo describes as 29 per cent ABV and "perfect for the chilled shot occasion".
The campaign will continue with a forthcoming documentary showing how five more artists around the world will remix the track with their own take.
Smirnoff’s vice-president of global content, Tim Parkinson, said: "We see a global generation emerging who simply believe the world should be a more inclusive place. At Smirnoff, we believe that too.
"#WhatWeBring is more than a single music track, and more than a new product release. With it we’re aiming to create a global social movement that is driven by Smirnoff’s core purpose – inclusivity."
Smirnoff Electric went on sale in 200 on-trade locations in England and Scotland this weekend and is available in two flavours, Mandarin and Berry.