Smirnoff has carried out higher globally: Within the 12 months ending June 30, Diageo reported that the vodka’s web gross sales grew double digits in all areas apart from North America, the place gross sales declined.

Diageo spent $23 million in U.S. measured media on Smirnoff in 2021, making it the liquor large’s second-most supported model behind Crown Royal ($42.2 million), based on Kantar figures revealed by the Advert Age Datacenter.

In her assertion, Jacoby stated, “McCann’s confirmed monitor report of constructing manufacturers with breakthrough artistic will assist us proceed the long-lasting 158-year-old model’s transformation into a contemporary icon and tradition maker, permitting room for the vibrancy and revolutionary spirit of our whole trademark to shine via and additional unlock the potential of your complete Smirnoff portfolio.”

Below 72andSunny, Smirnoff has used celebrities starting from Ted Danson to Laverne Cox because it positioned the model as a vodka for the plenty with an anti-snobbery approach. 72andSunny in 2019 additionally was behind Smirnoff’s first international marketing campaign in 25 years with an edgy advert that dramatized the brand’s heritage, together with a scene depicting it being smuggled out of Russia. 

Whereas Smirnoff has Russian roots, it’s not made there—a degree that needed to be communicated firstly of Russia’s invasion of Ukraine, which promoted boycotts of Russian vodka in the U.S. earlier this year.