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Smirnoff begins Stay Open campaign

Alcohol distributor Diageo has begun a Canadian campaign in support of vodka brand Smirnoff. Called "Stay Open," the campaign highlights Canadian diversity and encourages other countries to be "more Canadian." The effort consists of an online video depicting various real-life experiences people have had in Canada. The national campaign also includes traditional advertising, social media activities, digital materials and out-of-home media that will begin later this month. The campaign will run into 2018.

"Globally, Smirnoff stands for inclusive good times, but nowhere in the world do we see that come to life like in Canada," said Mark Phillips, brand leader for Smirnoff Canada. "These core values are ingrained in the lives of Canadians, and Smirnoff believes they always deserve to be celebrated, even though Canadians have been historically humble in their assertion of them. Smirnoff is on a mission to promote inclusivity through the power of good times."

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