Smirnoff axes 'Nightlife Exchange'

Smirnoff: dropping activity
Smirnoff: dropping activity

Smirnoff is scrapping its multimillion-pound 'Nightlife Exchange Project' global experiential activity after just two years.

Since 2010, the vodka brand held a series of events where cities and countries ‘exchanged’ their nightlife. Last year, the activity was fronted by pop star Madonna, who promoted an online dance competition.

Michelle Klein, vice-president of global marketing communications and digital for Smirnoff, said: "We had two fantastic years with 'Nightlife Exchange'. The question I was being asked was, 'where do you go after Madonna, with the volume sales and equity up?' When you’re on a high, it’s a great time to do a reinvention."

A Diageo insider said the company wanted to switch to an ‘always on’ marketing approach instead of basing activity around one major push.

Smirnoff will now focus solely on a campaign to inspire people to create nightlife experiences, under the fresh global tagline ‘Yours for the making’.

0
SHARES
Brand Republic Jobs
Thousands of jobs across advertising, creative, marketing and media
  • New Business Development Director Around £130,000 + significant commission + benefits The Simmance Partnership, London (West), London (Greater)
  • Senior Partner Up to £100,000 + Bonus + Benefits Talent International (UK) Limited, London (City of)
  • Customer Information Manager Circa £49,000 depending on knowledge, skills and experience, plus excellent benefits Transport for London, London (Central), London (Greater)

Just published

Feel you're missing out?

GET THE
BRANDREPUBLIC
BULLETINS
Sign up

The Wall Blog

From our partners

The future of TV is bright with OLED

Everyday Connects: Examples

Everyday Connects: What is it?