5th Jul 2007 21:10
Smirnoff Source(TM), the new premium beverage offering from DiageoNorth America that combines pure spring water with alcohol, haslaunched a new advertising campaign that debuted on July 1st. The newmulti-million dollar campaign features outdoor billboards, :15 and :30second broadcast spots and online banner ads that give consumers theability to actually control and interact with the ads. £ Set to run through the end of August, the broadcast spots,entitled "Whoo! alright, yeah Uh Huh," and "Smirnoff Source DrinkResponsibly," feature a stream of water dancing to the pulsating beatsof numerous up and coming artists, including The Rapture and Nextmen.Created by JWT and directed by Koichiro Tsujikawa, the creative spotsbring water to life in a never-before-seen manner. £ "In these ads, much like in Smirnoff Source, the pure spring wateris the star," said Mark Breene, Vice President, Diageo ProgressiveAdult Beverages. "We feel these spots capture the energy and vitalityof the Smirnoff Source lifestyle, and are looking forward to seeingour consumers celebrating responsibly." £ The broadcast ads will run in nine Northeastern states through theend of August, including Connecticut, Maine, Maryland, Massachusetts,Michigan, New York, Ohio, Pennsylvania and Road Island. £ The online banner ads, which will allow consumers to use theirmouse to manipulate the dancing water to create unique shapes andpatterns of their choosing, will run from July through August andagain from October through November. Outdoor billboards featuring athree-dimensional bottle of Smirnoff Source being submerged in waterwill appear in cities throughout the Northeast beginning in July. £ Smirnoff Source is the latest product to be offered as part ofDiageo's industry-leading Progressive Adult Beverage (PAB) category.Other PAB product offerings include Smirnoff Ice(R) premium maltbeverage, Smirnoff(R) Raw Tea(TM) and Captain Morgan Parrot Bay(TM)Tropical Malt beverages. £ When enjoying this new product, and all its products, Diageoreminds its adult consumers to drink responsibly. As the world'slargest spirits, wine and beer company, Diageo is committed to socialresponsibility and the responsible marketing of its brands. The DiageoMarketing Code is one of the most stringent in the industry. Diageo isa founding member and major supporter of The Century Council, anot-for-profit organization whose programs are designed to combatdrunk driving and underage drinking. £ About Diageo £ Diageo (Dee-AH-Gee-O) is the world's leading premium drinksbusiness with an outstanding collection of beverage alcohol brandsacross spirits, wine and beer. These brands include Johnnie Walker,Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan,Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines. £ Diageo is a global company, trading in some 180 countries aroundthe world. The company is listed on both the New York Stock Exchange(DEO) and the London Stock Exchange (DGE). For more information aboutDiageo, its people, brands, and performance, visit us athttp://www.diageo.com. £ Celebrating life, every day, everywhere, responsibly. Copyright Business Wire 2007Related Shares:
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