Smirnoff believes Canada is the best place in the world for being open and inclusive; Encourages other countries to adopt a "More Canadian" culture
TORONTO, Oct. 5, 2017 /CNW/ - Recognized around the world as a purveyor of good times and promoter of inclusivity, Smirnoff is launching a new marketing campaign – "Stay Open" – that is designed to spotlight Canada as a global leader of inclusivity.
Smirnoff believes good times are better when everyone is invited, and through this new campaign, the brand is hoping to lend its voice to a broader message of global inclusivity.
Through a collection of inspiring real-life stories, "Stay Open" brings a uniquely Canadian perspective to Smirnoff's global platform and brand campaign, We're Open.
The Canadian "Stay Open" campaign was created to highlight the open-mindedness, open-heartedness and fun-loving spirit at the heart of Canada's culture. Whether it's someone who was born and raised here, or a recent immigrant who chose to make Canada their new home, Smirnoff believes in the power of bringing people together through shared experiences and celebrations, 365 days a year.
"Globally, Smirnoff stands for inclusive good times, but nowhere in the world do we see that come to life like in Canada," said Mark Phillips, Brand Leader, Smirnoff Canada. "These core values are ingrained in the lives of Canadians, and Smirnoff believes they always deserve to be celebrated, even though Canadians have been historically humble in their assertion of them. Smirnoff is on a mission to promote inclusivity through the power of good times."
The "Stay Open" film celebrates the true spirit of what it means to be Canadian and the idea that no matter who you are, where you're from, or who you love, you're welcome here. With "Stay Open," Smirnoff is hoping to cement the brand's belief that "good times" get better when people come together to celebrate inclusively, and that Canadians are leading by example in this regard. By sharing a mix of authentic experiences from real Canadians, Smirnoff is revealing a rich and compelling snapshot of what makes up the mosaic that is Canada. The stories highlighted in the campaign are meant to inspire others around the world to embrace individuals the way our country has always been known to do.
As part of a multipronged national strategy, Smirnoff is amplifying the campaign through traditional, social, digital, and out-of-home media placements. The film hit the air last night and will be followed by digital and out-of-home media placements later this month. This will be a continuous evolution through the end of this year, and beyond.
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, JεB, Buchanan's and Windsor whiskies, Smirnoff and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness. Diageo is a global company, and our products are sold in more than 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.
Celebrating life, every day, everywhere.
For further information: Amy Shanfield, North Strategic (for Diageo Canada), 647-629-2402, [email protected]