Diageo has unveiled a new look for its Smirnoff brand.
Running across the entire portfolio, the refreshed branding will appear first on two new 250ml premix variants, Cosmopolitan and Moscow Mule, which are available now.
The look will be rolled out over the coming months, appearing on Smirnoff Ice in January 2015 and on Smirnoff 2ltr bottles next summer.
The revamp is designed to help ithe brand stand out better on shelf more through clearer branding.
A £15m marketing campaign focusing on the ‘’filter’’ element of the brand coincides with the rebrand. Smirnoff will also be re-enforcing its association with electronic dance music and festivals through digital activity including ‘’filtered’’ Spotify playlists.