Creative in association withGear Seven

Smirnoff Double Black "Arrive Boldly"

Advertising Agency
Singapore, Singapore
Diageo and Leo Burnett Sydney's bold integrated launch



Australia’s number one vodka brand1 launched the integrated activity from 26 October Diageo Australia has unveiled an integrated campaign to mark the bold arrival of its new premium full strength bottle spirit (FSBS), Smirnoff® Double Black® vodka (40% ABV*).


Unlike any other offering in the category, this double freeze filtered vodka with the quality of Smirnoff No.21 vodka is designed to deliver mainstream consumers with a unique proposition to step-up and make a statement with vodka.


Created by Leo Burnett Sydney and making a bold entrance with a 90-second brand spot on Saturday 26 October, it brings to life the feeling consumers get when they make the ultimate party statement, and ends with the tagline ‘Arrive Boldly’.


Directed by Emmy Award nominee Garth Davis and set to the soundtrack of ‘Video Games’ by Lana Del Ray, the compelling creative brings the ultimate party entrance to life with a montage of people making a number of bold arrivals to a warehouse party.


Shot in North America and Argentina entirely in-camera, the most impactful entrance features four glamorous party-goers taking to the skies to make a pyrotechnic night jump with magnesium flares.


The truly integrated campaign, to the value of $8million, is designed to rival any vodka new product development launch in the last decade. Featuring mass scale communications across cinema, outdoor, print, online, in-store and on-premise communications as well as PR and experiential activity, it will create awareness and demand to ultimately drive trial.


Adam Ballesty, Marketing Director, Diageo Australia said: “Smirnoff Double Black vodka is the most significant development in the vodka market in recent years and putting it simply, we want an integrated marketing campaign to reflect that. Our campaign communicates the feeling consumers get when they make a bold arrival, and ultimately shows how they can be confident, break free from judgement and step up with Smirnoff Double Black.”


Available on and off-premise nationally, Australia will be the first market in the world to launch Smirnoff Double Black vodka from October 2013. Making a statement with a striking black bottle design, Smirnoff Double Black vodka boldly breaks the current core conventions of the FSBS vodka category and takes inspiration from the enormous success of Smirnoff Ice Double Black ready-to-drink (RTD), the #1 selling RTD brand by value within white spirits pre-mix across Australia2.


Work from Leo Burnett Singapore
Petal Paint
JAT Holdings