SMIRNOFF LAUNCHES ITS OWN “RUSSIAN” CAMPAIGN

Diageo is reportedly jumpstarting an international ad campaign for Smirnoff which is expected to launch in July. The campaign, entitled “Signature,” includes TV advertising, outdoor ads and a website, and will focus around its Russian heritage, according to Just Drinks. As it turns out, Pernod’s Stolinachya also announced it is launching a Russian authenticity campaign this week, which Diageo spokesman Philip Gladman called “coincidental.”