The Smirnoff 21 Diamonds Promotion Kicks Off in September
Michael Hemsworth — September 1, 2021 — Marketing
References: smirnoff & talkingretail
The Smirnoff 21 Diamonds promotion is being launched by the brand in the UK to give consumers the chance to win a gemstone by simply purchasing specially marked products. The promotion includes bottles of Smirnoff vodka that have been specially marked with an eight-digit code that will only be revealed upon being frozen. Lucky winners will receive one of 21 diamonds that are worth £4,000 each.
Head of Smirnoff GB at Diageo Nick Payman spoke on the new Smirnoff 21 Diamonds promotion saying, "The vodka category is highly populated and we are always looking for new and innovative ways to stand out from the crowd. Smirnoff strives to disrupt the category and the new campaign demonstrates that Smirnoff is no ordinary vodka. We aim to continue to grow Smirnoff’s share within the vodka category. Almost a quarter of spirits buyers (23%) are influenced to purchase because the packaging caught their eye – the beautifully designed bottle wrap and neck collar has stand out shelf appeal and aims to entice shoppers to discover the exciting promotion.”
Head of Smirnoff GB at Diageo Nick Payman spoke on the new Smirnoff 21 Diamonds promotion saying, "The vodka category is highly populated and we are always looking for new and innovative ways to stand out from the crowd. Smirnoff strives to disrupt the category and the new campaign demonstrates that Smirnoff is no ordinary vodka. We aim to continue to grow Smirnoff’s share within the vodka category. Almost a quarter of spirits buyers (23%) are influenced to purchase because the packaging caught their eye – the beautifully designed bottle wrap and neck collar has stand out shelf appeal and aims to entice shoppers to discover the exciting promotion.”
Trend Themes
1. Gemstone Promotions - Brands can utilize gemstone giveaways as a way to generate excitement and increase sales among consumers.
2. Product Marking Innovation - Innovative product marking such as revealed upon being frozen digit codes can create a unique opportunity for brands to engage consumers and create a sense of exclusivity
3. Packaging Design - Packaging design can be used to entice shoppers and generate interest in promotions as Smirnoff did with their beautifully designed bottle wraps and neck collars.
Industry Implications
1. Beverage - The beverage industry can utilize unique marketing campaigns to differentiate their products in a crowded market and boost sales.
2. Jewelry - Jewelry industry can collaborate with beverage brands to create one-of-a-kind pieces as part of a promotion and reach a wider audience.
3. Retail - Retail industry can actively look for innovative marketing campaigns that increase store traffic and sales like the Smirnoff 21 Diamonds promotion.
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