Smirnoff puts inclusivity to the fore with global ‘We Do Us’ campaign

The campaign’s London launch featured Drag Syndrome, a collective of performers with Down Syndrome, seen here with Sinead Burke of the Tilting the Lens inclusivity consultancy

A new global marketing platform for top vodka brand Smirnoff is to focus on promoting ‘accessibility and inclusion’ in socialising.

Smirnoff’s ‘We Do Us’ campaign promises to bring local communities together ‘in an authentic way’ through a diverse series of cultural activations, partnerships and events.

As part of this effort, Smirnoff is kicking off long-term partnerships with both the Stonegate Group, the largest pub company in the UK, and Tilting the Lens, Sinead Burke’s accessibility and inclusion consultancy.

Over the coming months, these companies hope to drive positive change for the disabled community by reviewing the settings in which people drink and engage with Smirnoff products.

The ‘We Do Us’ campaign will appear across both off-trade and on-trade channels through POS materials. Digital OOH screens have already switched on in 100+ Stonegate venues – with new screens positioned throughout venue interiors driving visibility of 2-for-1 cocktail deals.

Globally, activations and events are planned in more than 20 countries, leaning into cultural celebrations and key calendar dates such as festival season and Pride – building on Smirnoff’s stated ‘long-standing commitment’ to the LGBTQIA+ community.

The ‘We Do Us’ campaign will be underpinned by a new TV campaign, which aims to keep the brand front-of-mind for consumers by stressing the ethos of inclusion and togetherness.

Global brand director, Stephanie Jacoby, said: “Despite there being more ways for us to connect with one another, we know that feelings of loneliness and isolation are prevalent for so many. At Smirnoff we fundamentally believe that we’re all better together which is why this activity feels so important and relevant for today. By reinforcing social connections, we aim to make it as easy as possible for as many people as possible to come together.”

CEO at Stonegate Group, David McDowell, commented: “As one of the UK’s largest hospitality operators, we pride ourselves on bringing people together and providing them with the space to build social connections. It’s vital that we champion inclusivity of all types all year round to ensure as many people as possible can come together in a place that meets their needs. Our partnership with Smirnoff and Tilting the Lens demonstrates our commitment to developing our business to make it as accessible and inclusive as possible.”

Sinéad Burke, CEO and Founder of Tilting the Lens, added: “Smirnoff’s commitment to implement measurable changes in accessibility, by working with disabled people, is a much-needed approach. Viewing accessibility not merely as a measure of compliance, but one of community and creativity means that through the inclusion of Quiet Rooms, British Sign Language performers, inclusive furniture, and trained staff, disabled people can be who they are, as they are, not merely for one night only.”