The new activity supports the launch of the brand’s latest variant, Smirnoff Gold, along with the new suggested signature serve Smirnoff Apple Bite.
An initial burst of television advertising aired last month, with a second phase scheduled to launch next week.
Smirnoff Gold gives operators the chance to grow vodka sales by encouraging people to trade up.
The initial ad told the story of a man and a woman who are lost in a hotel and discover a lively bar. The couple watch as snakes appear from the sleeves of a barman’s shirt, pick up a bottle of Smirnoff Red and mix the vodka with apple juice and lemonade to create new signature serve Smirnoff Apple Bite.
The new version of the ad will promote Smirnoff Gold.
The latest addition to the Smirnoff range, Smirnoff Gold is described as a blend of Smirnoff No.21 with cinnamon flavouring, garnished with edible 23 carat gold leaf.
Karen O’Shea, marketing manager for Smirnoff Western Europe at parent company Diageo, said: “Smirnoff is leading the way in innovation within the vodka category and the launch of Smirnoff Gold and the Smirnoff Apple Bite builds on our ‘drink inventively’ positioning by inspiring consumers to enjoy Smirnoff in new ways.
“We are pleased to show our continued support and commitment to Smirnoff by investing heavily in the brand and engaging with consumers.”
O’Shea added that the new variant “represents a significant opportunity for outlets to grow vodka sales by encouraging consumers to trade up”.
Smirnoff Gold joins the existing Lime, Green Apple, Vanilla, Blueberry and Espresso variants in the range.
Diageo said all Smirnoff vodkas can be used to create the new Apple Bite signature serve.