To celebrate the Material Girl’s forthcoming 2012 World Tour, Diageo Ireland will be introducing an exclusive Smirnoff Limited Edition pack into the off-trade
May 15 2012
Diageo Ireland announces the next stage of its partnership between Smirnoff No.21 Vodka, Madonna and Live Nation Entertainment. Celebrating Madonna’s 12th studio album ‘MDNA’, which is available now, and the start of the Material Girl’s forthcoming 2012 World Tour, Diageo Ireland will be introducing an exclusive Smirnoff Limited Edition pack into the off-trade offering VIP Madonna access.
In total, 150,000 glossy red packs are set to land on shelves from May and will contain a special VIP access card. Each card holds a unique code which, once entered into a dedicated Facebook page, unlocks a host of exclusive content to experience Madonna’s world like never before including an exclusive download of Madonna’s latest remix track ‘Give Me All Your Luvin’ – Just Blaze Bionic Dub’.
The Smirnoff limited edition packs will provide an excellent opportunity for retailers to harness the power of Madonna’s profile to engage shoppers at the point of purchase and drive category growth. Vodka is currently the largest category in the off-trade in Ireland growing at +2.75% within the grocery channel. With Smirnoff growing ahead of this at +6.11%*, the activity is guaranteed to add excitement to the category in-store and drive incremental sales.
Simon Breckon, vodka marketing director, Western Europe, said: “This partnership between a global superstar, Live Nation Entertainment and the number one vodka brand is really exciting and this latest activity is a fantastic opportunity for Madonna fans to gain access to completely exclusive content.
“Retailers will also feel the benefit from this high-profile collaboration. The red pack will create significant impact on-shelf drawing shoppers to the category in-store. We are also launching some striking POS kits and display units to signpost the activity and help drive sales for retailers.”
Each consumer who enters their unique code will have access to exclusive content including music downloads, exclusive behind the scenes content, and the chance to win VIP concert tickets.
* (Source: Nielsen Off trade data MAT TY April 2012)