June 05, 2015

Smirnoff Gets a More Contemporary Look

Diageo enhances the premium image of Smirnoff Vodka with a redesign of the brand’s flagship No.21 Red bottle. Said to increase shelf standout and offer a more “modern experience” for consumers, the new design features a bolder Smirnoff label with “added texture” and “contemporary typography while reflecting some of their amazing 151-year history.


The red shield that previously adorned Smirnoff Red bottles has been replaced with a clear glass background and a footer label now features the brand’s shield, crown and signature designs.

To support the launch of the new bottles, Diageo will launch a campaign, called We’re Open, for Smirnoff. Designed to “increase brand recognition”, the campaign will run across Great Britain and Ireland through May and June.


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Toast the 2015 Way