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Diageo Targets Millennials With "Smirnoff Electric" Launch

Diageo is launching its Smirnoff Electric range in the UK as it looks to meet changing consumer needs and ensure its brand remains relevant amid growing competition. The move comes after the brand trademarked the Electric range in February this year. The launch is being supported with a brand campaign, #WhatWeBring, which is described as the next chapter of Smirnoff’s aim of encouraging “inclusivity.” Earlier this year the brand launched its “We’re On” campaign, which promoted the brand’s inclusive positioning.

Read the whole story at Marketing Week »

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