Smirnoff want to go dancing with you and Spotify

26 September 2014

Smirnoff are having a bit of a revamp.

The vodka brand that was famously boycotted by some gays for a bit, have unveiled a new £15 million advertising campaign, and are now close to finalising a deal with Spotify in Europe.

The deal with the online streamer is to ‘deepen the brand’s connection to dance music’. Which is one way of saying ‘loads of clubbers like to cane vodka’.

The company originally piloted the tie-up with Spotify in the US, when it introduced its ‘Exclusively for Everybody’ brand messaging.

The new advert follows the theme of filtering, with the dismissal of ‘pretentious nights out’ with the line “Filter the unnecessary. Keep the good stuff”.

The Spotify/ Smirnoff tie-up will see the vodka curating an ad-free playlist of bangers, based on the artists they listen to, and it is hoped that it will be a rewarding engagement all round.

The vodka also worked with DJ duo Psychemagik on the track which features in the new advert and is now planning to release it as a single via Spotify, SoundCloud and their own platforms.

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