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Smirnoff Mixes It Up

by Jennifer

Smirnoff is going old-school with its new campaign. Instead of promoting the drinks by pairing them with the current popular rappers, they’re including some old school MCs. Each producer is paired with a rapper to recreate new versions of iconic hip-hop songs– and the mixed drinks to go with them.

Artists Common, Q-Tip, and KRS-One will join musical forces with Just Blaze, Cool & Dre, and DJ Premier to remix Common’s “The Light,” A Tribe Called Quest’s “Midnight,” and Boogie Down Productions’ seminal hit “Criminal Minded.” All of the songs are available for free download here.

Each artist/producer combo will represent a Smirnoff drink made by blending a flavored vodka product with a popular mixer:

• “The Southside,” made with Smirnoff Green Apple flavored vodka and cranberry juice, is the inspiration for Common and Just Blaze’s collaboration.
• “The Blueberry Abstract,” made with Smirnoff Blueberry flavored vodka and lemonade, is linked to the partnership between Q-Tip and Cool & Dre.
• “The Cypha,” an exciting blend of Smirnoff Raspberry flavored vodka and pineapple juice, represents the collaboration between KRS-One and DJ Premier.

The Smirnoff Signature Mix Series, which kicked off earlier this week, is part of the brand’s ongoing commitment to fostering and promoting both established and emerging musical talent. The campaign will feature cocktail parties throughout the country, and top-tier radio and club deejays will receive limited edition vinyl albums containing the songs. Smirnoff will continue its efforts to promote controlled drinking by playing clips with the message to “Mix well, Drink responsibly” at all of its events. Click here to read more about the campaign.

It seems like everyone is going to benefit from this campaign. The liquor company is able to connect with both younger and older drinkers. The general public gets to download some new songs for free and learn how to make new drinks. And the musicians get to promote their songs and will reap the benefits of being associated with popular drinks. With Smirnoff continuing their efforts to promote responsible drinking in conjunction with the campaign, I’m pretty sure this campaign is going to be a number one hit.

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