Laverne in front of Smirnoff Glass Tower

 

Kick off the Holiday season with fun and mischief with @SmirnoffUS new campaign starring LGBTQIA+ advocate Laverne Cox #drinkresponsibly  

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Content creator, best-selling author and longtime Smirnoff partner, Toddy Smith (@todderic_) also makes a cameo in the ad and joins in on the fun as everyone’s favorite unexpected party guest – the Chinese takeout delivery person.

“Working with Smirnoff is just a joy. I love how they’re always upping their game, making each campaign more creative and unexpected than the last, so coming to set is always such a fun experience,” said longtime brand partner Laverne Cox. “Smirnoff is my go-to for the Holiday season because they have something for everyone, whether you’re stuffing stockings and wrapping gifts or bringing party favors to a fabulous soiree.”

This isn’t the first time Smirnoff has worked with the award-winning actress. Smirnoff originally teamed up with Cox for their “Welcome to the Fun%” campaign in 2018 to celebrate quality yet affordable vodka for all, and then again for their “Welcome Home” Pride campaign earlier this year to welcome the LGBTQIA+ community to New York for global Pride celebrations.

“Sometimes, when celebrating the Holidays with friends and loved ones, it’s hard to find a drink that everyone can agree on. At Smirnoff, we offer delicious options for everyone, whether they’re looking for a zero sugar alternative like Smirnoff Seltzers1 or looking to indulge with decadent flavors like Smirnoff Kissed Caramel.” said Krista Kiisk, Brand Director, Smirnoff. “We couldn’t be more excited to have Laverne onboard for this campaign as she’s the epitome of fun and elegance, perfectly embodying what Smirnoff brings to the table this Holiday season.”

Also featured in the Holiday campaign and back by popular demand this year are Smirnoff Peppermint Twist with its “scratch and sniff” packaging and the Smirnoff No. 21 Ornaments which come in four seasonal designs. At a suggested retail price of $11.99 per 750ml bottle, both limited-edition offerings are available nationwide this Holiday season.

The new Holiday campaign is the latest extension of the brand’s recently launched “Infamous Since 1864” campaign, which marked the first Smirnoff global campaign in over 25 years and pays homage to its colorful 155-year history. From its humble roots in 19th century Russia to being resurrected in France, making its way across Europe and being at the forefront of the U.S. cocktail revolution in the 1950s, Smirnoff has had an incredible journey to becoming the world’s No. 1 vodka – now made in America and enjoyed in over 130 countries worldwide. The campaign debuted in Europe in October and is now rolling out in the U.S., Canada, Brazil, Argentina and Kenya. In the U.S. only, the campaign also features Cox.

Whether you decide to get into the Holiday spirit(s) or celebrate the journey of Smirnoff becoming No. 1 worldwide, there’s nothing wrong with a little mischief – as long as you drink responsibly.

Smirnoff Holiday Specialty Cocktail
Green Apple Martini
  • 1.0 oz Smirnoff No. 21 Vodka
  • 0.5 oz Sour Apple Liqueur
  • 0.75 oz Sour Apple Mixer

Combine Smirnoff, liqueur & mixer in cocktail shaker and fill with ice. Cover and shake. Strain into coupe glass.

About Smirnoff
The Smirnoff portfolio offers a variety of options across vodka and flavored malt beverages. Current offerings include the world’s number-one selling Smirnoff No. 21 Vodka, the top-selling line of flavors in North America, the Smirnoff Zero Sugar Infusions line, and ready-to-serve drinks including Smirnoff Seltzer, Smirnoff Ice 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 having something for everyone.

The Smirnoff brand traces its vodka heritage back to 19th century Russia and is now enjoyed in over 130 countries worldwide.

Visit www.smirnoff.com for more information, or follow us on Instagram, Twitter, Pinterest and Facebook. Please drink responsibly.

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:
Michelle Sibley
DIAGEO
michelle.sibley@diageo.com
646-223-2168

Alex Stathis
Taylor
astathis@taylorstrategy.com
212-714-5723

1Per 12 fl. oz.-Average Analysis: Calories-90; Carbohydrates-1 G; Protein-0 G; Fat-0 G.