Smirnoff, a brand of Diageo North America, Norwalk, Conn., and its Smirnoff Seltzer brand announced the launch of a national contest for those traveling via airplane and the “middle seat” this holiday season. Smirnoff Seltzer saw an opportunity to bring its campaign hashtag #FunofaKind experience and take a stand for middle-seaters, it says.

The company will help travelers avoid the burden of the Scrooge-ist of all seat allocations by offering flight upgrades. Consumers can share his or her seat assignment securely on the content website and tell the brand why an upgrade would start their holidays off right, it says.

“Now through Dec. 14, adult travelers with a middle seat ticket on a U.S. direct, non-stop flight taking place between Dec. 17 and Jan. 31, 2019, can share their story and flight info on for a chance to be upgraded, courtesy of Smirnoff Seltzer,” the company says.

“The brand will spend up to $50,000 in upgrades, making it easy for numerous travelers to win an upgrade,” it continues. “Like the brand’s 4th of July campaign that paid for 100 people to take a five-day weekend because the holiday fell on an un-fun Wednesday, this campaign continues Smirnoff's commitment to bring fun to the un-fun.”

Krista Kiisk, brand director at Smirnoff Seltzer commented: “The holidays are the best. Traveling for the holidays though — the worst. "We believe that there is an opportunity for fun in any moment, whether it's finding delicious flavor in a drink that contains zero sugar or embracing the chaos of holiday travel. Smirnoff Seltzer's holiday campaign and commitment to spend up to $50,000 to rescue as many people as possible from the misery of the middle seat is helping people find that fun."

Smirnoff Seltzer is available nationwide in Raspberry Rose, Cranberry Lime, Berry Lemonade and Watermelon flavors for a suggested retail price (SRP) of $8.99 for a six pack of 12-ounce cans, as well as in variety 12-packs for a SRP of $15.99.