The Smirnoff 21 Diamonds promotion is being launched by the brand in the UK to give consumers the chance to win a gemstone by simply purchasing specially marked products. The promotion includes bottles of Smirnoff vodka that have been specially marked with an eight-digit code that will only be revealed upon being frozen. Lucky winners will receive one of 21 diamonds that are worth £4,000 each.
Head of Smirnoff GB at Diageo Nick Payman spoke on the new Smirnoff 21 Diamonds promotion saying, "The vodka category is highly populated and we are always looking for new and innovative ways to stand out from the crowd. Smirnoff strives to disrupt the category and the new campaign demonstrates that Smirnoff is no ordinary vodka. We aim to continue to grow Smirnoff’s share within the vodka category. Almost a quarter of spirits buyers (23%) are influenced to purchase because the packaging caught their eye – the beautifully designed bottle wrap and neck collar has stand out shelf appeal and aims to entice shoppers to discover the exciting promotion.”