Appointment Coincides with Smirnoff releasing
a series of social and digital content titled, 'How to Summer:
Grown-Up Edition'
NEW
YORK, May 31, 2022 /PRNewswire/ -- Smirnoff Red,
White & Berry has announced the appointment of Kaley Cuoco to Chief Summer Officer (CSO)*. Effective immediately,
Cuoco will be responsible for all aspects of summer fun across the
portfolio. Cuoco brings decades of experience to her new role with
an impeccable track record of producing epic summer fun.
Experience the interactive Multichannel News Release
here: https://www.multivu.com/players/English/9052351-smirnoff-red-white-and-berry-chief-summer-officer/
"I'm excited to join forces with the team at Smirnoff in an
effort to inspire all of us to have the best summer ever," says
Cuoco. "The perfect way to reboot summer and get the party started
is with the iconic Smirnoff Red White & Berry."
As part of her new role, Cuoco has quickly gone to work to
further the brand-wide mission of reinstituting summer fun for
adults (21+), starring in the new Smirnoff marketing campaign
entitled, 'How to Summer: Grown-Up Edition.' The work
includes Cuoco's unique observations and tips for opening the door
to summer enjoyment, including 1) Did you know Summer Fridays
are the best time to turn your computer screen off and happy hour
on? You do now. 2) The best reports to read this summer? They're
called weather reports. 3) Packing for the beach? Leave room for
Ice. Smirnoff Ice Red, White & Berry that is. To spread the
word, Smirnoff Red, White & Berry has taken out front page ads
in several local newspapers, reinforcing the need for fun this
summer as a non-negotiable.
Cuoco will report to no one, she's her own boss.
"Kaley's appointment to CSO comes at a pivotal time for Smirnoff
Red, White & Berry as we continue to strengthen the brand's
position as a significant purveyor of flavor and fun," says
Lisa Lee, Smirnoff FMB Director.
"Her fun-loving, adventurous spirit, will greatly enhance our
seasonal strategy as we continue to spread the word that summer as
an adult can be even more fun."
As Chief Summer Officer, Cuoco
also stars in the new Smirnoff advertising campaign airing
nationwide and on the Smirnoff YouTube channel beginning this
month. Fans tuning in will find Cuoco with her go-to summer drink
in-hand – Smirnoff Red, White & Berry, of course, reminding
adults to take that PTO day, celebrate those Summer Fridays and a
whole lot more.
Delivering a blast of unforgettable flavor, the Smirnoff Red,
White & Berry lineup is the summer's hottest drinks, donning
the season's most spirited colors to keep the celebration going all
summer long. A delicious flavor combination of cherry, citrus and
blue raspberry, Smirnoff Red, White & Berry is available in a
variety of formats, including a flavored spirit for a suggested
retail price of $12.99 (750 ML);
Smirnoff Ice for a suggested retail price of $8.99 (6-pack); Smirnoff Seltzer for a suggested
retail price of $15.99 (12-pack); and
Smirnoff Ice Smash for a suggested retail price of $1.49 (16 oz.) and $2.49 (23.5 oz.). Available nationwide, the
Smirnoff Red, White & Berry portfolio is packaged at 30% ABV,
4.5% ABV, 4.5% ABV and 8% ABV, respectively.
As the world's No. 1 vodka and the top-selling FMB
6-pack1 in the US, with Smirnoff (and now Cuoco) the
possibilities are endless, so raise a glass, can or bottle,
responsibly, while berrying yourself in summer fun.
For more delicious drink content, news and insightful
observations from Cuoco, follow @Smirnoff on Instagram and
@SmirnoffUS on Twitter. And no matter how you celebrate this
summer, please remember to drink responsibly.
About SMIRNOFF
Smirnoff has been giving the people what they want since 1864,
serving as a catalyst to revolutionize drinking culture across
generations: from inventing the Mule and reimagining the vodka
martini to creating a cultural mainstay that defines the flavored
malt beverage category with the launch of Smirnoff Ice in 2000.
Because the brand is dedicated to the people and their evolving
taste preferences, Smirnoff has an option for everyone along with a
dedicated history of adding fun to any occasion while keeping
diversity and inclusion at the forefront. Truly showing the power
of socializing when everyone (21+) is invited to celebrate.
The Smirnoff portfolio offers a variety of options for adults
across vodka and flavored malt beverages. Current offerings include
foundations in Smirnoff No. 21 Vodka and Smirnoff Ice, a line of
flavors in North America and
ready-to-serve flavored malt beverages including Smirnoff Seltzer
and Smirnoff Ice Smash. From culturally relevant limited editions
to new innovations and zero sugar offerings, Smirnoff has always
been known for quality and affordability, and prides itself on
giving the people what they want.
About Diageo North
America
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, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan,
Baileys, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange
(NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their
products are sold in more than 180 countries around the world. For
more information about Diageo, their people, brands, and
performance, visit www.diageo.com. Visit Diageo's global
responsible drinking resource, www.DRINKiQ.com, for
information, initiatives, and ways to share best practice. Follow
on Twitter and Instagram for news and information about Diageo
North America: @Diageo_NA.
MEDIA CONTACTS:
Nicole Anastasi
DIAGEO
nicole.anastasi@2bsquaredcommunications.com
704-796-9992
TAYLOR
Smirnoff@taylorstrategy.com
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*
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Kaley Cuoco is not an
actual employee of Diageo. This role was created for entertainment
purposes only.
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Source: Nielsen, Dec.
26, 2020
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SOURCE Diageo