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Smirnoff relaunches with new logo, ad campaign
CONNECTICUT: Premium drinks company Diageo has announced the relaunch of one of its most recognisable icons Smirnoff. Later this year the vodka brand Smirnoff, flavoured vodka drink Smirnoff Twist, Smirnoff Ice and Smirnoff Ice Triple Black will surface with a bold new look.
An official release informs that Smirnoff will unveil an advertising and public relations campaigns focused on communicating the quality and strength of the brand to consumers. The campaign will kick off first in the US.
The new look reiterates the high quality of this historic vodka. The old red packaging and logo convey the premium attributes of the brand to adult consumers. Today’s consumers are increasingly interested in products that communicate both ‘style’ and ‘quality’. The new look is targetted at a slick and hip set of adults.
The advertising campaign Neat will be launched next October. The centerpiece of the campaign is the new sleek bottle accompanied by an olive, a twist or a shot glass, conveying the message to consumers that this premium spirit can be enjoyed by itself — neat. The television and print campaign will be seen across the US.
In addition to the Neat campaign, the first stage of the global initiative will be heavily promoted in the US through integrated marketing efforts. Such tactics will include on- and off- premise promotions, extensive public relations activities, and various non-traditional marketing tactics. All of these are aimed at effectively communicating the premium quality of the Smirnoff trademark the release adds.
MAM
Hyphen launches sunscreen campaign featuring Kriti Sanon as SPF Police
Campaign drives SPF habit; Blinkit tie-up enables instant sunscreen delivery.
MUMBAI: No SPF, no mercy Kriti Sanon is out patrolling your skincare routine. Hyphen has rolled out a new campaign film starring its Co-Founder and Chief Customer Officer Kriti Sanon, who steps into a playful alter ego as the brand’s “SPF Police”, turning sunscreen reminders into a full-blown public service announcement with a wink. The campaign kicked off with a cheeky social media tease suggesting Sanon had “stepped down” from her role, sparking chatter online before the brand revealed the twist: she hasn’t gone anywhere, she has simply taken on an additional avatar, one dedicated to ensuring people do not skip sunscreen.
The film leans into humour to drive home a serious point. In a slice-of-life setting, Sanon intercepts a gym-goer about to step out without sunscreen, promptly handing over Hyphen’s ‘All I Need Sunscreen’, which arrives instantly via Blinkit. The message is clear: forgetting SPF is no longer a valid excuse when it can be delivered in minutes.
Beyond the laughs, the campaign taps into a well-known gap in everyday skincare habits. Sunscreen, despite being one of the most recommended steps, is often the most ignored. By gamifying the reminder through an “SPF Police” persona, Hyphen aims to turn a routine into a reflex.
The multi-stage rollout from intrigue-led teasers to the final film has been designed to spark conversation while embedding the brand into daily behaviour. It also spotlights Hyphen’s quick commerce partnership with Blinkit, positioning accessibility as a key enabler of consistency.
Sanon, who remains closely involved in product development and brand strategy, noted that the idea stemmed from a simple insight: skincare works best when it is easy, habitual and hard to ignore. The campaign reflects that philosophy equal parts science, storytelling and a nudge you cannot quite escape.
The film is now live across Hyphen and Blinkit’s digital platforms, with further activations expected to extend the campaign’s reach and perhaps keep the SPF Police on duty a little longer.
