Smirnoff unveils £2m campaign partnering with mixer brand Fever-Tree

Leading vodka brand Smirnoff No.21 has launched a new campaign in partnership with mixer brand Fever-Tree, to champion Spritz serves this summer.

Running until August, the £2 million integrated “Spritz Up” campaign will hero the vodka Spritz serve across on and off trade. The activity will see OOH, digital, social, sampling as well as in-venue/store activations across the UK.

The campaign showcases Fever-Tree’s new premium soda range, including its Italian Blood Orange Soda and Mexican Lime Soda– both of which pair perfectly with triple distilled Smirnoff No.21.

Activity within the off trade will encourage increased basket spend by targeting at home occasions, and tapping into the premiumisation trend.

Nick Payman, head of Smirnoff GB, Diageo said: “We understand the importance of pairing quality spirits and mixers to elevate serves and experiences. Vodka’s versatility also means it can work well with a diverse range of flavours and cater to a variety of occasions and moments.

“There’s an increased demand for simple, yet delicious serves that people can easily enjoy without having to compromise on quality – and Fever-Tree mixers provide a choice of premium sodas to encourage people to explore new serve styles and flavour combinations.”

Andrew Ronald, UK general manager at Fever-Tree, added: “The past 12 months have shown the growing interest and excitement amongst consumers for great tasting long mixed drinks. Our soda range has proved incredibly popular since its launch and we’re very excited to be partnering with Smirnoff to highlight the simplicity of the vodka Spritz, introduce vodka fans to our Italian Blood Orange and our Mexican Lime sodas and create two delicious serves they can enjoy all summer long.”