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Smirnoff begins Signature campaign in Canada

Distiller Diageo has brought its new international advertising campaign for Smirnoff vodka to Canada. The initiative, which broke globally in Ireland in April, began in this country yesterday. The television campaign, called “Signature,” focuses on the heritage and history of the brand. The two 30-second commercials make use of pen strokes to represent the product’s journey from Russia to Europe and the US. The television campaign was created by JWT. The promotion also involves an online component, consisting of a new website at at which visitors can examine the brand’s history in more detail. The site was developed by AKQA. “Smirnoff vodka is still made in the tradition of the process used by Piotr Arseneyevich Smirnoff almost 150 years ago, and yet it has undergone a dramatic journey since its birth,” said Keith Gillespie, brand director for Smirnoff in Canada. “By telling this extraordinary story through Vladimir Smirnoff’s eyes, we are able to bring to life the brand’s Imperial Russian heritage and highlight the great lengths to which we go to achieve such an exceptional vodka.”

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