Diageo-owned global vodka brand Smirnoff is working with music streaming platform Spotify to promote equality for women musicians around the world through the launch of its new Smirnoff Equalizer campaign, which features an app that allows Spotify subscribers to analyse their playlists and find out what the balance between male and female artists is.

According to Spotify data, none of the top 10 most-streamed tracks in 2017 were performed by women artists or bands, which is why the vodka brand and the music service have teamed up.

The Smirnoff Equalizer analyses Spotify users’ listening habits to provide them with a percentage breakdown of the number of men versus women artists they have listened to in the previous six months before providing an equalized playlist tailored just for them, where artists of both genders are equally represented.

Users can also make use of a personalised slider, which allows them to increase the number of women artists in their playlists. The innovative platform was debuted at Smirnoff’s “Phenomenal You” launch event, held on March 1^st, 2018 in New York City, one week before International Women’s Day.

Neil Shah, Smirnoff Global Senior Brand Manager, says: “We developed the Smirnoff Equalizer in partnership with Spotify because we believe that when we get to discover talented women artists and their phenomenal music, we’ll all have a better listening experience. The Smirnoff Equalizer not only drives awareness, but also allows Spotify users to take direct action by increasing the number of tracks from women artists in their playlists.”

The goal behind the Smirnoff Equalizer is to get more people listening to more women artists. The bigger their fan bases become, the more opportunities they will have to perform and succeed. The Smirnoff Equalizer platform will run through the summer and can be accessed by Spotify users of a legal drinking age in the United States, Great Britain, Ireland, Australia, Mexico and Argentina.

One of the artists featured in the Smirnoff Equalizer is Honey Dijon, an African-American transgender woman who is a vocal advocate for LGBTQ+ and women’s rights and highly respected for her musical heritage and curated DJ sets that defy genres. She will appear in the platform to share her experiences facing gender bias in the music industry.

The Smirnoff Equalizer is the latest initiative from Smirnoff’s “Equalizing Music” campaign, which the brand announced in 2017 with the goal of doubling the number of women festival headliners by 2020. As an extension of this effort, Smirnoff has also partnered with Global Radio and Live Nation to equalize festival line-ups across Europe with performances by women DJs.

“We are very proud that Smirnoff once again chose Spotify as its brand partner for the ‘Equalizing Music’ campaign,” said Danielle Lee, Vice President, Global Head of Partner Solutions at Spotify. “We share Smirnoff’s goal to improve gender diversity in music, and for all the artists, songwriters and producers who create it.”

The launch event for the new API in New York City was themed around “Phenomenal You” with Smirnoff encouraging each woman to celebrate the inherent power of women across the world, starting with themselves.

At the event, Smirnoff unveiled new special edition “Phenomenal You” bottles for Smirnoff No. 21 vodka which are being gifted to 100 phenomenal women around the world, along with a donation made in each of their names to She Runs It, a charity which helps women move into leadership roles.

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Baileys has launched Baileys Treat Stop, a pop-up featuring the Diageo liqueur brand’s first customisable bar menu, where people can transform lattes, hot chocolates and cocktails.

Created for Baileys by experiential and event agency RPM, Baileys Treat Stop opened on December 4th 2017 in London’s Covent Garden, offering those seeking festive indulgence a wall-to-wall celebration.

Joanna Andrews, Baileys Senior Brand Manager, says, “Baileys Treat Stop is a Baileys fantasyland for fun loving grown-ups looking to treat up their pre-Christmas shopping trip, for imaginative Baileys fans who fancy flexing their creative cocktail creation skills or for friends just looking for the ultimate festive, indulgent retreat.”

Dom Robertson, Managing Director at RPM, adds: ‘We’re really excited and proud to take Baileys Treat Stop to Covent Garden where their indulgent treats can be shared on this festival occasion’

Open until December 17th, Baileys Treat Stop includes a luxurious Alpine themed snug area for visitors to chill-out, a bar serving Baileys Original Irish Cream, Baileys Pumpkin Spice and Baileys Chocolate Luxe hot drinks, expert workshops and an exclusive Baileys cocktail-style desert designed by well-known food and drink creators.

Baileys has teamed up with The Treat Collective, a group of creators in the food and drink world, to design an exclusive, playful and over-the-top Baileys treat for fans to indulge themselves after a day’s Christmas shopping.

The Baileys Treat Stop is open from December 4th to December 17th (closed December 11th) for drop ins and ticketed workshops. Workshops will be held on December 5^th, 6^th, 12^th and 13^th with two 1.5 hour sessions per evening.

Baileys Original Irish Cream, Baileys Pumpkin Spice and Baileys Chocolat Luxe are on sale at the Baileys Treat Stop (retailed at £15); fans who post to social media with the hashtag #treatup will receive an exclusive chocolate reindeer gift with their purchase.

The chocolate reindeer gift with purchase will also be available nationwide through drinks delivery service 31Dover (www.31dover.com) from November 27th.

Baileys is owned by Diageo, a global leader in beverage alcohol, which also owns Johnnie Walker, Crown Royal, JεB, Buchanan’s, Windsor, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness amongst others.

RPM is an independent award-winning event and experiential agency which celebrates its 25^th anniversary in 2018. Working from its HQ in London’s Shepherds Bush, RPM delivers multi-channel global campaigns for clients including Diageo, M&S, Mondelez and Heineken.

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