Smirnoff, a brand known for its inclusivity since 1864, is unveiling its newest campaign titled ‘We Do We’, marking it as one of the largest platform shifts in over a decade. This campaign underscores the brand’s belief in the strength of unity and collaboration.
Stephanie Jacoby, Smirnoff’s Global Brand Director, emphasized the campaign’s relevance in today’s society, particularly during what some have referred to as the ‘joy recession.’ She noted the increasing reports of people feeling disconnected and isolated, making the message of bringing people together even more important.
To effectively reach a wide audience, the ‘We Do We’ campaign will be activated across various channels such as social media, out-of-home (OOH) advertising, digital platforms, and television in more than 20 markets. This comprehensive media strategy aligns with Diageo’s broader vision of investing in diverse and inclusive platforms and publishers within mainstream media.
Notably, this launch follows Smirnoff’s active presence at Pride events worldwide, including Brazil, Great Britain, Colombia, the United States, India, and Canada. The brand has consistently shown its commitment to the LGBTQIA+ community. Moving forward, the campaign will continue to evolve through a range of events, partnerships, and sponsorships spanning music, sport, and entertainment. These activities aim to bring the collective spirit of ‘We Do We’ to life, extending beyond festival season and into the NFL season and beyond.
Smirnoff’s ‘We Do We’ campaign signifies an ambitious step forward for the brand, reinforcing its dedication to fostering inclusivity and unity. Through its diverse and extensive activations, Smirnoff aims to make a positive impact while combating the prevailing sense of disconnection in society.
