NORWALK, Conn., Aug. 20, 2018 /PRNewswire/ -- The makers of
SMIRNOFF™, the original vodka for everyone, know the best things in
life do not have to be – and in fact, should not be --
expensive or exclusive. That's why the world's most awarded vodka
has partnered with some of the most fun personalities around: actor
and producer Ted Danson,
actress and author Jenna
Fischer, LGBTQ television personality
Jonathan Van Ness, LGBTQ
advocate and actress Laverne
Cox and comedian and actress Nicole Byer. This diverse group
anchors a new creative campaign entitled "Welcome to the Fun%" that
celebrates good times with a quality product everyone can
afford.
Experience the interactive Multichannel News Release here:
https://www.multivu.com/players/English/8382551-smirnoff-welcome-to-the-fun-percent/
So, what is the Fun%? The Fun% is anyone and everyone who wants
to have accessible, unpretentious fun. It is the dreamers, doers
and shakers who want it all, but do not want to pay too much– and
they shouldn't! In a world where we are all more money conscious
and the power of FOMO* is reinforced by social media, the Fun% is
redefining what it looks like to have a good time with their own
personal brand of scrappy, resourceful creativity. The new SMIRNOFF
campaign showcases this with a range of diverse cast members, in
age, ethnicity, gender, sexual preference, and background, and all
of whom embody the Fun% in their own, unique way.
"We are living in a time when cultural and financial inequality
is at its highest. We want to show people that you don't need to
spend a lot of money to come together and have a good time," said
Jay Sethi, Vice President, SMIRNOFF,
Diageo North America. "SMIRNOFF is a top quality vodka sold at an
affordable price, so that no matter who you are, where you are, or
who you are with, you can always responsibly enjoy quality
vodka."
The TV spots each depict different scenarios in which longtime
SMIRNOFF partner Danson teams up with a fellow cast member to tout
the brand's award-winning credentials, "Made in America" heritage,
and encouragement of fun yet responsible drinking, all ending with
the tagline "Welcome to the Fun%." The spots all share a humorous,
playful attitude and give a nod to SMIRNOFF's inclusive
qualities.
"It's always fun partnering with SMIRNOFF because it truly is a
quality brand that is made for everyone," said Ted Danson when discussing the new campaign.
"What I love most about this new series is the different
personalities that SMIRNOFF brought to the table and how that came
through in the spots. Never would I have thought I would be playing
a game of "who wore it better" with Laverne
Cox for example – definitely me by the way - but it just
goes to show that with SMIRNOFF, you have the perfect vodka, at the
perfect price, to pair with a good time for everyone."
"I really love what SMIRNOFF is doing with their Fun% campaign
and what it stands for," said Jonathan Van
Ness on the set of the SMIRNOFF Fun% shoot. "It's all about
being unapologetically yourself and having fun the way you see it –
and I am living for it! These days I think too many of us get
wrapped up in the hustle and bustle of life, work and social media
that we forget to make time for having good, old-fashioned fun that
doesn't break the bank."
In addition to the films, starting at the end of August,
SMIRNOFF is rolling out a series of out-of-home advertisements in
New York, Chicago and Los
Angeles, as well as content on the brand's social media
platforms. These pieces feature Chopped judge Chef
Amanda Freitag, Instagram Star
and YouTuber Toddy Smith (@todderic_),
plus-size fashion designer Gabi
Gregg, and celebrity Drag Queen & reality TV
phenomenon Alyssa Edwards in
different fun and colorful settings, and all enjoying SMIRNOFF in
their own ways.
This is not the first time the SMIRNOFF brand and Danson have
partnered for a creative campaign. In 2017, the duo teamed up for
the SMIRNOFF No. 21 Vodka "Only the Best for Everyone" campaign,
which paid homage to the product's "Made in America" heritage. The
Fun% campaign is an evolution of this, as SMIRNOFF stays true to
its brand value of providing great quality vodka at an affordable
price.
While SMIRNOFF loves to celebrate the Fun%, make sure to not
have too much fun. Please always drink responsibly.
About SMIRNOFF
The SMIRNOFF brand that boasts the
world's number-one selling premium spirit and the top-selling line
of flavors in North America, traces its heritage back to 19th
century Russia. As the most awarded vodka brand in the world
in the last 10 years, SMIRNOFF has always been known for quality
and is enjoyed responsibly in 130 countries around the world. For
more information, log on to www.smirnoff.com.
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.
*According to UrbanDictionary.com "FOMO" is defined as "fear of
missing out." For example, the fear that if you missed a party or
event you will miss out on something great.
MEDIA CONTACTS
Jim Sias
Diageo
Jim.Sias@diageo.com
646-223-2305
Alex Stathis
Taylor
AStathis@taylorstrategy.com
212-714-572
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SOURCE SMIRNOFF