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SMIRNOFF has been given a makeover as part of a global relaunch for the brand
SMIRNOFF has been given a makeover as part of a global relaunch for the brand. A new sleeker and tapered bottle has been designed, embossed with a sharp red and silver logo.
It will be available in the UK from March 2004 and is part of a £250m investment that is being made in the brand globally over the coming year. At the centre of the logo design is a new doubleheaded eagle icon, which draws its inspiration from the Imperial Russian Court awards bestowed upon the brand in the late 1880s.
"Smirnoff is the vodka of choice among adults whether they are drinking it with cola, juice or in cocktails," says Philip Gladman, marketing director for Smirnoff, Diageo Great Britain. "As the category leader, we strive to set the bar for relevance and consumer appeal, and with our new packaging and marketing plans, we believe we are doing that in a very powerful way."
Diageo Great Britain says it will reinforce the Smirnoff message through a comprehensive marketing support plan for the new packaging – details of which will be available nearer the launch date next year.
Design of the new-look global pack was handled by Landor Associates.