Smirnoff Vodka, a brand of Diageo North America, Norwalk, Conn., announced its new campaign entitled Welcome to the Fun%, which celebrates good times with a quality product everyone can afford, the company says.
The brand partnered with TV personalities including actor and producer Ted Danson, actress and author Jenna Fischer, LGBTQ TV personality Jonathon Van Ness, LGBTQ advocate and actress Laverne Cox, and actress and comedian Nicole Byer, it added.
Welcome to the Fun% is a campaign for anyone and everyone who wants to have accessible, unpretentious fun, the company says. It is the dreamers, doers and shakers who want it all, but do not want to pay too much, it adds.
The Fun% is redefining what it looks like to have a good time with their own personal brand of scrappy, resourceful creativity, the company says. The new Smirnoff campaign showcases this with a range of diverse cast members, in age, ethnicity, gender, sexual preference, and background, and all of whom embody the Fun% in their own, unique way, it adds.
Jay Sethi, vice president Smirnoff, Diageo North America, commented: “We are living in a time when cultural and financial inequality is at its highest. We want to show people that you don’t need to spend a lot of money to come together and have a good time.
“Smirnoff is a top quality vodka sold at an affordable price, so that no matter who you are, where you are, or who you are with, you can always responsibly enjoy quality vodka,” he continued.
The TV spots each depict different scenarios in which longtime Smirnoff partner Danson teams with a fellow cast member to tout the brand’s award-winning credentials, “Made in America” heritage, and encouragement of fun, yet responsible drinking, all ending with the tagline “Welcome to the Fun%”, the company says.
“It’s always fun partnering with Smirnoff because it truly is a quality brand that is made for everyone,” Danson said in a statement. “What I love most about this new series is the different personalities that Smirnoff brought to the table and how that came through in the spots.”
In addition to the films, starting at the end of the month, Smirnoff will roll out a series of out-of-home advertisement in New York, Chicago and Los Angeles, as well as new content on the brand’s social media platforms.