NORWALK, Conn., April 21, 2016 /PRNewswire/ -- What could an
87-year-young great-grandmother, a deaf dance instructor, and the
Smirnoff ICE™ brand have in common?
Experience the interactive Multimedia News Release here:
http://www.multivu.com/players/English/7811151-smirnoff-ice-keep-it-moving-campaign/
They are determined to showcase how the world can become more
inclusive through the platforms of dance and music with the launch
of its Smirnoff ICE Electric Flavors line and the 'Keep It Moving'
campaign.
Stemming from festival insights that adult music fans often have
to choose between the dance floor and a beverage, Smirnoff ICE
introduces its new line of flavored malt beverages (FMB) Smirnoff
ICE Electric Flavors meant for fun, high-energy occasions. This new
beverage option is non-carbonated so it will not weigh consumers
down and packaged in a re-sealable plastic bottle so that consumers
won't have to make the choice between flavor and fun.
To launch the product, Smirnoff ICE has created the Keep it
Moving campaign that shines a light on two inspirational
movers: 87-year-old Instagram sensation and festival lover, Baddie
Winkle (@baddiewinkle), and London-based deaf dance instructor,
Chris Fonseca.
Baddie truly embodies what it means to be part of the ageless,
inclusive electronic music community by being an avid festivalgoer
who is always the star of the dance floor:
"Life's too short to stop having fun and dancing. I don't let
anything in my life slow me down," said Smirnoff ICE mover Baddie
Winkle. "I break it down on the dance floor when I go to electronic
music festivals, so Smirnoff ICE Electric Flavors let me get my
dance on without spilling a drop."
Fonseca doesn't let his hearing disability stop him from keeping
the beat and demonstrates that you don't need to be able to hear
the music to Keep it Moving on the dance floor.
"My life is centered around dancing and helping others like
me learn how they too can keep moving despite not being able to
hear," said Smirnoff ICE mover Chris
Fonseca. "My passion in life is to inspire and teach others
in the deaf community to dance by feeling the music so that
everyone can be included on the dance floor, no matter what. Being
part of this campaign with Smirnoff ICE allows me to reach and
inspire even more people than I ever thought possible."
Kicking off in New York City,
Fonseca will be going on tour across the U.S. with Smirnoff Ice, as
part of its Electric Flavors launch, to help fulfill his dream of
encouraging others to Keep it Moving. On each stop, Chris will
share his talent and teach adult deaf community members how to
dance using the same techniques that helped him.
"Smirnoff ICE Electric Flavors are unlike any other FMB product
out there right now, and we are using the Keep it Moving campaign
to bring all of the different product attributes to life," said
Heather Boyd, Brand Director of
Flavored Malt Beverages Diageo-Guinness USA. "We uncovered that what adult millennials
wanted was a product that wouldn't slow them down both in how the
product tasted and in how it was packaged. The Keep it Moving
campaign was designed to show off the new product attributes by
further celebrating inclusivity with a particular focus on dance as
the ultimate platform where everybody can be included."
The new product is offered in two vibrant flavors: Smirnoff ICE
Electric Berry™ and Smirnoff ICE Electric Mandarin™. Adult consumer
trends, especially among adult millennials, show that they are
looking for non-carbonated beverages with a mildly sweet taste. In
response, Smirnoff ICE Electric Flavors are made with natural
flavors, natural sweeteners and a hint of coconut water essence to
enhance the flavor. The Smirnoff ICE Electric Flavors line is best
enjoyed chilled, and offers a 5% alcohol by volume (ABV) and 213
(Smirnoff ICE Electric Mandarin) or 214 (Smirnoff ICE Electric
Berry) calories per 12 oz. serving. The new product is now
available nationwide with a manufacturer's recommended retail price
of $8.99 for a 4-pack of 16oz
bottles.
The Keep it Moving creative featuring Baddie Winkle and
Chris Fonseca will run across
broadcast, social and digital platforms. For more information on
the Smirnoff ICE Electric Flavors line and Keep it Moving
campaign, please visit www.smirnoffice.com, tune in
to www.YouTube.com/SmirnoffUS or become a fan of the
brand at www.facebook.com/smirnoffus.
Whether it's a small celebration with friends or dancing at the
main stage of an international music festival, Smirnoff ICE reminds
you to always celebrate good times responsibly. To remind consumers
to Keep it Moving responsibly, Smirnoff ICE also will
release a second ad spot starring Baddie Winkle to coincide with
the campaign launch. In the :15 spot, Baddie shares her secret to
staying young: she paces herself by drinking water so she can dance
longer.
In addition, the Smirnoff ICE Electric Flavors packaging clearly
communicates the fact that these drinks contain alcohol and are
only for adults 21 and older. Smirnoff ICE is leading the
industry by prominently stating "must be 21+ to purchase" in
multiple places on the bottle, including the cap, and distinctly
stating "contains beverage alcohol" on the bottle and the carrier.
By creating this new style of FMB with crystal clear call-outs as
to alcohol content on the package, we hope to set the standard for
future entrants into the segment.
About Smirnoff ICE®
Smirnoff ICE® is part of
Diageo's flavored malt beverage portfolio. Smirnoff ICE®
products are ready to serve and include Smirnoff ICE® Classic
Flavors, Smirnoff ICE® Seasonal Flavors, Smirnoff ICE®
Electric Flavors and Smirnoff ICE® Spiked Flavors. Please
enjoy responsibly, and log on to www.smirnoff.com for more
information.
Follow us on Twitter (@SmirnoffUS) and like us on Facebook
(www.facebook.com/smirnoffus) for news and information about
Smirnoff US.
About Diageo
Diageo is a global leader in beverage
alcohol with an outstanding collection of brands including
Johnnie Walker, Crown Royal, Bulleit
and Buchanan's whiskies, Smirnoff,
Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (DEO) and the
London Stock Exchange (DGE) and our products are sold in more than
180 countries around the world. For more information about Diageo,
our people, our brands, and performance, visit us at
www.diageo.com. Visit Diageo's global responsible drinking
resource, www.DRINKiQ.com, for information, initiatives, and ways
to share best practice.
Follow us on Twitter for news and information about Diageo North
America: @Diageo_NA.
Celebrating life, every day, everywhere.
MEDIA
CONTACTS:
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Jim Sias
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Carla
Clunis
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Diageo
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Taylor
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Jim.Sias@diageo.com
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cclunis@taylorstrategy.com
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646-223-2305
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212-714-5772
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SOURCE Diageo