Smirnoff takes on Bacardi

Smirnoff Ice is the latest entry into the pre-mixed drink market, a market currently dominated by Bacardi Breezer. Gilbeys is supporting the launch of its new lemon and vodka drink with a £1.6 million (€2 million) promotional campaign which includes television, poster and cinema advertising. It will be the company's biggest investment in a new product in Ireland and it hopes to take advantage of the phenomenal growth in what is known as the premium packaged spirits market. That market is growing at 20.5 per cent, with 80 per cent of 18-24 year olds regularly choosing from the product category.

Ever since the alco-pop furore, there has been a certain degree of nervousness about the promotion of mixed alcohol and fruit drinks. RTE, for example, continues to ban alco-pop advertising, even though most have an alcohol level at or below the station's "permitted to advertise" threshold of 5.5 per cent volume.

Late last year, Bacardi reached a compromise with the station when it agreed to drop the word Bacardi from the Breezer advertisements. The brand name was felt to be synonymous with rum and, therefore, could be perceived to contravene the station's code, which does not permit the advertisement of spirits.

Smirnoff Ice will not be advertising on RTE. Instead its television advertisements, which were created by JWT in London and DDFH&B in Dublin, will be seen on UTV and Channel 4 as well as in cinemas. They will be supported by an extensive outdoor campaign, which continues the "as clear as your conscience" copy line and creative strategy. The brand was introduced four months ago in the UK and has proven particularly successful in Northern Ireland. Over 100,000 cases have been sold there, greatly exceeding the company's expectations given that the total population is 1.6 million and, according to Gilbeys, 21 per cent of those are teetotallers.

Smirnoff has 85 per cent of the vodka market in Northern Ireland, so the new product was able to trade on consumer recognition and loyalty to the parent brand. In the Republic, Smirnoff has 58 per cent of the vodka market. Last year, the brand grew by 22 per cent, while the overall market for vodka grew by 17 per cent. Smirnoff was introduced into Ireland in 1960 and was the first international spirit imported into Ireland.

Gilbeys is also revamping the Smirnoff vodka brand, with a new design for the bottle which will be heavily promoted to the trade.