Diageo Great Britain is launching a £5 million marketing campaign for Smirnoff vodka and Cola with in-store sampling and loyalty cards.

As part of the marketing campaign, a heavyweight TV advertising campaign will be running nationally from mid-April 2010 and throughout the summer. This will be supported by in store activity, including digital, trade advertising, loyalty card activity, point of sale and a £450,000 sampling investment across 4,500 stores.

Smirnoff vodka and Cola is now part of the Diageo GB premix cans range made up of eight variants, including Smirnoff vodka and Cranberry Juice Drink, Gordon’s gin & Schweppes Tonic, Gordon’s gin & Schweppes Slimline Tonic, Morgan’s Spiced and Cola, Smirnoff vodka and Schweppes Tonic, Pimm’s & Lemonade and Bulleit Bourbon and Cola.

Charlotte Brown, Innovations Commercialisation Manager at Diageo GB, says: “With the category in such high growth, we expect Smirnoff and Cola to be a real winner and a key driver in making spirits as convenient as beer and wine in the homes of consumers.”