Diageo Great Britain is introducing a Smirnoff vodka promotion, giving consumers the chance to win one of 10 diamonds worth pound;10,000 each.
The pound;2m marketing surrounding Smirnoff No. 21 (red) includes TV and press advertising, an online campaign at [http://www.smirnoffdiamonds.com] and POS material including an on-the-bottle neck collar with details of the promotion.
The 10 winners of the diamonds will find a diamond logo under the cap of their 70cl bottle of Smirnoff and special attention has been paid to fraud prevention. James Pennefather, brand director for Smirnoff Diageo GB, said: “As well as providing a great link with the purity of Smirnoff vodka, the chance to win a pound;10,000 diamond should prove an extremely motivating incentive to prompt purchase of Smirnoff among target female consumers.”
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