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Posts Tagged ‘Madonna’

Diageo Confirms Smirnoff Review

We first started hearing murmurs about this yesterday, and now, we’ve received confirmation from Diageo itself that the spirits giant has launched a global creative review for its vodka brand, Smirnoff. According to Diageo, the company will be handling the review itself and it will consist of “a closed shortlist of agencies.” And yes, JWT New York, which has handled the account for 13 years, has been invited to participate in the pitch.

In a statement, Edward Pilkington, global category director for vodka, rum and gin at Diageo, says, “We have enjoyed a long and successful relationship with JWT during which time we have seen the Smirnoff vodka brand grow into the largest premium spirit brand in the world from 15.1m cases to 26.3 million cases. However, we feel the time is right to refresh the thinking on Smirnoff in order to align with our bold future vision for the brand.”

It’s been some time since we covered Smirnoff, but in recent years, the brand has worked with JWT on, among other things, its campaign with Madonna, who was named “global nightlife ambassador” back in 2011.

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Meet Smirnoff’s New Global Nightlife Ambassador

Diageo’s fairly inexpensive vodka brand has tapped none other than Madonna to take part in what’s dubbed the “Nightlife Exchange Project,” which has the pop goddess trying to find the best dancer for her next tour. The 53-year-old Material Girl says in a statement, “What attracted me to the Smirnoff Nightlife Exchange Project is the combination of participating in the celebration of nightlife around the world and the opportunity to discover the world’s best unknown dancers. The best dancers are always in the clubs looking for the most original experience, just like Smirnoff is doing.”

Facebook users from 50 countries ranging from the U.S. to Argentina to Vietnam are invited to participate and show off what makes their local nightlife scene tick as well as dance their asses off via a 60-second clip. Go here for more info about the competition, which runs through October 10 and, who knows, maybe Madge herself will play judge and jury on how you groove. Alright, guess it’s time to dust off our Kid ‘n Play routine.