Smirnoff to host Bond promotion in travel-retail

Nicole Mezzasalma

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The Diageo vodka brand will offer a limited-edition Bond-themed cocktail shaker to promote the release of Quantum of Solace

Liquor supplier Diageo Global Travel and Middle East (GTME) has announced it will host a Smirnoff vodka promotion in travel-retail during the month of October around the next James Bond film, Quantum of Solace. A limited-edition Bond-themed cocktail shaker encasing a 70cl bottle of Smirnoff Black will be on offer at participating airport stores worldwide.

The duty-free drive will be part of a global marketing campaign, which will include broadcast advertising, on- and off-preside promotions, a public relations campaign and a digital campaign linked to the Smirnoff website.

Diageo GTME marketing director Nick Robinson said: “James Bond and Quantum of Solace provide the ideal opportunity to reach our key target market and enhance perceptions of the brand. This powerful campaign emphasizes the premiumisation potential across our vodka portfolio in the year ahead.”

Quantum of Solace is set to reach cinemas around the world in November.