Smirnoff axes 'Nightlife Exchange'
Smirnoff is scrapping its multimillion-pound 'Nightlife Exchange Project' global experiential activity after just two years.
Smirnoff: dropping activity
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’.
This article was first published on marketingmagazine.co.uk
Latest jobs Jobs web feed
- Senior Planner - Internal Marketing Agency National Trust £36,000 - £44,000* per annum, Swindon, Wiltshire
- Campaign Planner - Internal Marketing Agency National Trust £27,916 - £32,500* per annum, Swindon, Wiltshire
- Assistant Marketing Strategy Manager Thorntons £Competitive + Benefits, Alfreton, Derbyshire
- Senior Marketing Director - 9-12 month FTC Comedy Central £competitive, Camden, London (Greater)
- Senior Brand Manager Ball & Hoolahan £Excellent Salary Package , South East England / London (Greater)
- Innovation Senior Brand Manager Ball & Hoolahan £48,000 + Car/Car Allowance, South East England