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May 8, 2024
(Updated on
Jul 21, 2023

Smirnoff New "We Do We" Campaign is all About Embracing Diversity and Unity.

With the launch of its new global campaign, "We Do We," Smirnoff, the renowned vodka brand known for its quality and innovation, is undergoing its most significant brand platform change in over a decade. This groundbreaking campaign marks a revolutionary journey for Smirnoff, as it aims to bridge the gaps that often divide people and create a sense of belonging and unity in an increasingly fragmented world. Throughout this blog post, we will delve into the intricacies of Smirnoff's new campaign, examining its underlying message, noteworthy partnerships, and the brand's steadfast dedication to diversity and inclusion.

Image Credit: www.marketingdive.com

"We Do We" advocates for a more inclusive society where individual differences are celebrated rather than marginalized. By promoting a collective spirit that transcends cultural, social, and geographical boundaries, Smirnoff seeks to create a global movement that uplifts and unites people from all walks of life. Through a careful analysis of Smirnoff's campaign strategy and its impactful collaborations, we will uncover how the brand is paving the way for a future marked by understanding, acceptance, and appreciation for the rich tapestry of human diversity. 

"We Do We" stands as a transformative moment for Smirnoff, signifying the brand's commitment to creating a global campaign that goes beyond traditional marketing approaches. With its core objective centered around fostering a genuine sense of togetherness, Smirnoff recognizes the prevalent feeling of disconnection among consumers in today's world. At the heart of the "We Do We" campaign lies the powerful message of embracing diversity and inclusivity. Through vibrant and visually captivating advertisements, Smirnoff aims to break down barriers and showcase the beauty and strength that arise when people from different backgrounds come together. The campaign's creative visuals serve as a testament to the brand's belief that when our tastes and experiences are as diverse as the world itself, the world becomes a truly magical place.

Image Credit: www.marketingdive.com

By highlighting the power of mingling with individuals from various walks of life, "We Do We" encourages consumers to celebrate differences and find common ground. It sends a powerful message that unity and collective action can lead to greater fulfillment and joy. The campaign's visuals, filled with vibrant colors and diverse casts, offer a refreshing departure from the norm, inviting viewers to engage with the brand's message of inclusivity on a deep and emotional level. Through this campaign, Smirnoff aims to challenge societal norms and redefine what it means to come together as a global community. "We Do We" serves as a reminder that when people from diverse backgrounds unite and celebrate their differences, they can create a positive impact that resonates far beyond the confines of a marketing campaign. Smirnoff's commitment to fostering a sense of togetherness sets an inspiring example for other brands, urging them to embrace diversity, celebrate unity, and work towards creating a more inclusive world.

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Inclusivity in Action

What sets "We Do We" apart is Smirnoff's genuine commitment to inclusivity. The brand went to great lengths to ensure diversity at every stage of the campaign's development. Collaborating with casts and creative teams from various backgrounds, Smirnoff aimed to authentically represent the world's diversity both behind and in front of the camera. London/LA-based creative and design firm ManvsMachine played a pivotal role in directing and producing the campaign's key assets.

Global Rollout and Partnerships

Smirnoff's "We Do We" campaign is not confined to a single market; it has been launched in over 20 countries worldwide. The brand has strategically chosen music and sports partnerships to amplify its message of inclusivity and unity. Sponsoring The BET Awards, strengthening ties with Spotify to empower women in music across Latin America, and extending its collaboration with Billboard for awards shows in the US and Latin America are just a few examples of Smirnoff's ambitious approach.

Diageo's Commitment to Diversity and Inclusion

Smirnoff's "We Do We" campaign aligns with Diageo's broader diversity and inclusion agenda. As part of its commitment, Diageo plans to allocate 15% of its global media investment to diverse voices and media by 2030. This aligns with the company's efforts to support diverse-owned suppliers, with a substantial increase in spending in this area in recent years. By investing in media partners that champion diversity and inclusion, Diageo aims to create a more equitable and representative media landscape.

Challenges and Future Outlook

While Smirnoff's "We Do We" campaign has received widespread acclaim, it also faces challenges in a polarized social and political climate. However, the brand acknowledges these potential obstacles while positioning itself as a unifying force in society. Smirnoff's determination to embrace diversity and foster a sense of community will undoubtedly resonate with consumers seeking connections and a more inclusive world.

Smirnoff's "We Do We" campaign represents a significant milestone in the brand's history, emphasizing its commitment to diversity, inclusivity, and unity. Through vibrant advertisements and strategic partnerships, Smirnoff aims to create a sense of belonging in a world that often feels fragmented. By involving diverse talents in the campaign's development and supporting diverse-owned media platforms, Smirnoff sets an example for other brands to follow. In an era where inclusivity is paramount, "We Do We" serves as a rallying cry for individuals to embrace the power of the collective and celebrate the diversity that enriches our world.

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