Beverage Industry

Smirnoff launches ‘Guiltless Pleasures’ Pinterest contest

Contest coincides with launch of Smirnoff Sorbet Light Pineapple Coconut

February 12, 2014

Smirnoff Vodka, a brand of Norwalk, Conn.-based Diageo North America, launched the “Guiltless Pleasures” Pinterest contest to celebrate female consumers’ guiltless pleasures. As part of the contest, three women will have the opportunity to make their Pinterest aspirations a reality by pinning the things they love. The contest is timed in conjunction with the launch of Smirnoff Sorbet Light Pineapple Coconut, a guilt-free treat, the company says.

Smirnoff Sorbet Light Pineapple Coconut is infused with pineapple and coconut flavors and is available at liquor and grocery stores nationwide for a suggested retail price of $15.99 for a 750-ml bottle. The new flavor joins Raspberry Pomegranate, Lemon and Mango Passion Fruit in the lineup of Smirnoff’s reduced-calorie vodkas.

In celebration of this guilt-free treat, Smirnoff encourages consumers of legal drinking age to visit www.smirnoffsorbetlight.com, fill out an entry form, and submit a pin that confesses their guiltless pleasures. Each pin should be accompanied by a brief description of 140 characters or less and include the hashtag #smirnoffsorbet. At the end of the seven-week contest on March 26, Smirnoff will select the three winners and reward them with $5,000 each to help bring their pin to life.

“Pinterest is a portal of never-ending inspiration where women can find exciting new recipes, instructions for do-it-yourself projects, fresh-off-the-runway looks, and tips for leading a more balanced lifestyle,” said Sandhya Padmanabhan, brand manager for Smirnoff, in a statement. “With so much on our fans’ to-do list, sometimes these life enhancements never leave the webiverse without a degree of sacrifice. With the Smirnoff Sorbet Light Pineapple Coconut Pinterest Contest, we’re excited to remove that compromise, just as we have with our delicious vodka specialty that’s also reduced-calorie, and help our fans reach their goals.”

In addition to Smirnoff’s Guiltless Pleasures Pinterest contest, the brand will host a second Pinterest contest, “Spring Refresh,” which will run from April 21 through June 9. This contest seeks pins highlighting wardrobe, diet, home décor and even cocktail refreshes for the spring season. Once again, at the conclusion of the seven-week contest, Smirnoff will select three winners and award them $5,000 each to help them bring their Pinterest board to life.

Visit www.smirnoffsorbetlight.com for contest rules and terms and conditions. Also, check out www.pinterest.com/smirnoffvodka for pin-spiration throughout the contests.