Smirnoff hopes to promote accessibility and inclusion through its new global marketing platform, ‘We Do Us’.
With feelings of loneliness and isolation on the rise, ‘We Do Us’ looks to bring communities together through a wide-ranging series of cultural activities, partnerships and events.
The Stonegate Group – the UK’s largest pub company – is on board, as is Tilting the Lens, an accessibility and inclusion consultancy. Both will work with the Diageo brand to make it easier for people with disabilities to go out and enjoy a drink.
The campaign isn’t limited to the on-trade; wholesalers and convenience retailers can access POS kits, including FSDUs and parasite units.
It is also supported by a new global TV campaign, ‘Atomic,’ which aims to keep the brand front-of-mind for consumers by spotlighting inclusion and togetherness. A new advert compares life to a cocktail, and shows a diverse group of people turn into bubbles which mix together before reverting to human form and connecting with one another.
Stephanie Jacoby, Smirnoff Global Brand Director, commented: “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.”
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 disabled people can be who they are, as they are, not merely for one night only.”
