The brand is prepping for a European launch and will target Asian food lovers and health-conscious consumers.

The Austin-based agency created a new brand platform, campaign and refreshed design for the franchise.

Diageo vodka brand Smirnoff has appointed McCann as its new global creative agency after a formal review. The incumbent was Stagwell’s 72andSunny, which held the account for nearly a decade. The agency did not participate in the review.   The review followed the appointment of Diageo veteran Stephanie Jacoby to the role of global brand director at Smirnoff in April. Previously she served as vice president innovation for Diageo’s North America region. Commenting on the appointment Jacoby stated, “with global scale and a profound knowledge of our consumer, global advertising agency McCann is the perfect fit as Smirnoff’s new creative …

The campaign will have a national reach, including media activity in Michigan.