DIAGEO PLC NORWALK, Conn., April 21, 2016 /PRNewswire/ -- What could an 87-year-young great-grandmother, a deaf dance instructor, and the Smirnoff ICE(TM) brand have in common?
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They are determined to showcase how the world can become more inclusive through the platforms of dance and music with the launch of its Smirnoff ICE Electric Flavors line and the 'Keep It Moving' campaign.
Stemming from festival insights that adult music fans often have to choose between the dance floor and a beverage, Smirnoff ICE introduces its new line of flavored malt beverages (FMB) Smirnoff ICE Electric Flavors meant for fun, high-energy occasions. This new beverage option is non-carbonated so it will not weigh consumers down and packaged in a re-sealable plastic bottle so that consumers won't have to make the choice between flavor and fun.
To launch the product, Smirnoff ICE has created the Keep it Moving campaign that shines a light on two inspirational movers: 87-year-old Instagram sensation and festival lover, Baddie Winkle (@baddiewinkle), and London-based deaf dance instructor, Chris Fonseca.
Baddie truly embodies what it means to be part of the ageless, inclusive electronic music community by being an avid festivalgoer who is always the star of the dance floor:
"Life's too short to stop having fun and dancing. I don't let anything in my life slow me down," said Smirnoff ICE mover Baddie Winkle. "I break it down on the dance floor when I go to electronic music festivals, so Smirnoff ICE Electric Flavors let me get my dance on without spilling a drop."
Fonseca doesn't let his hearing disability stop him from keeping the beat and demonstrates that you don't need to be able to hear the music to Keep it Moving on the dance floor.
"My life is centered around dancing and helping others like me learn how they too can keep moving despite not being able to hear," said Smirnoff ICE mover Chris Fonseca. "My passion in life is to inspire and teach others in the deaf community to dance by feeling the music so that everyone can be included on the dance floor, no matter what. Being part of this campaign with Smirnoff ICE allows me to reach and inspire even more people than I ever thought possible."
Kicking off in New York City, Fonseca will be going on tour across the U.S. with Smirnoff Ice, as part of its Electric Flavors launch, to help fulfill his dream of encouraging others to Keep it Moving. On each stop, Chris will share his talent and teach adult deaf community members how to dance using the same techniques that helped him.
"Smirnoff ICE Electric Flavors are unlike any other FMB product out there right now, and we are using the Keep it Moving campaign to bring all of the different product attributes to life," said Heather Boyd, Brand Director of Flavored Malt Beverages Diageo-Guinness USA. "We uncovered that what adult millennials wanted was a product that wouldn't slow them down both in how the product tasted and in how it was packaged. The Keep it Moving campaign was designed to show off the new product attributes by further celebrating inclusivity with a particular focus on dance as the ultimate platform where everybody can be included."
The new product is offered in two vibrant flavors: Smirnoff ICE Electric Berry(TM) and Smirnoff ICE Electric Mandarin(TM). Adult consumer trends, especially among adult millennials, show that they are looking for non-carbonated beverages with a mildly sweet taste. In response, Smirnoff ICE Electric Flavors are made with natural flavors, natural sweeteners and a hint of coconut water essence to enhance the flavor. The Smirnoff ICE Electric Flavors line is best enjoyed chilled, and offers a 5% alcohol by volume (ABV) and 213 (Smirnoff ICE Electric Mandarin) or 214 (Smirnoff ICE Electric Berry) calories per 12 oz. serving. The new product is now available nationwide with a manufacturer's recommended retail price of $8.99 for a 4-pack of 16oz bottles.
The Keep it Moving creative featuring Baddie Winkle and Chris Fonseca will run across broadcast, social and digital platforms. For more information on the Smirnoff ICE Electric Flavors line and Keep it Moving campaign, please visit www.smirnoffice.com, tune in to www.YouTube.com/SmirnoffUS or become a fan of the brand at www.facebook.com/smirnoffus.
Whether it's a small celebration with friends or dancing at the main stage of an international music festival, Smirnoff ICE reminds you to always celebrate good times responsibly. To remind consumers to Keep it Moving responsibly, Smirnoff ICE also will release a second ad spot starring Baddie Winkle to coincide with the campaign launch. In the :15 spot, Baddie shares her secret to staying young: she paces herself by drinking water so she can dance longer.
In addition, the Smirnoff ICE Electric Flavors packaging clearly communicates the fact that these drinks contain alcohol and are only for adults 21 and older. Smirnoff ICE is leading the industry by prominently stating "must be 21+ to purchase" in multiple places on the bottle, including the cap, and distinctly stating "contains beverage alcohol" on the bottle and the carrier. By creating this new style of FMB with crystal clear call-outs as to alcohol content on the package, we hope to set the standard for future entrants into the segment.
About Smirnoff ICE®
Smirnoff ICE® is part of Diageo's flavored malt beverage portfolio. Smirnoff ICE® products are ready to serve and include Smirnoff ICE® Classic Flavors, Smirnoff ICE® Seasonal Flavors, Smirnoff ICE® Electric Flavors and Smirnoff ICE® Spiked Flavors. Please enjoy responsibly, and log on to www.smirnoff.com for more information.
Follow us on Twitter (@SmirnoffUS) and like us on Facebook (www.facebook.com/smirnoffus) for news and information about Smirnoff US.
About Diageo
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE) and our products are sold in more than 180 countries around the world. For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.
Follow us on Twitter for news and information about Diageo North America: @Diageo_NA.
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Jim Sias Carla Clunis
Diageo Taylor
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SOURCE Diageo
