Diageo has launched a £15m marketing campaign for its Smirnoff brand.

The new campaign, on air now, urges consumers to ‘Filter the unnecessary. Keep the good stuff’. Running on TV and supported by outdoor and digital creative, its aim is to grow the vodka category and drive education of versatility and mixability.

Smirnoff Western Europe marketing director Louise McKerrow said: “Smirnoff wants to make good times better for the many. Our Gen Y consumer wants nothing to get in the way of having an honest, effortless good time, just like we don’t want anything to get in the way of making the purest vodka. Our new TV spot showcases how good times can be better if you “filter” out the unnecessary pretence that can get in the way of a great night out (whilst also serving as a great metaphor for the way we filter Smirnoff ten times to deliver the purity of our vodka).”

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