Diageo redesigns Smirnoff 21

02 July, 2010

Diageo has redesigned its Smirnoff 21 packaging. The new bottles have launched in the UK and will roll out across the world from August.

The bottle now includes prominent signatures of Smirnoff’s historical producer Pierre Smirnoff alongside the crown and other copy associated with the heritage of the brand.

A ‘regal eagle’ has replaced the spike graphic and according to the release, the new brand icon is a ‘tribute to the brand’s stature and authenticity’.

Amy Mooney, senior brand manager for Diageo GB said: “With this redesign, we’re looking to encapsulate the premium, heritage and purity cues that consumers associate with the Smirnoff brand, as well as providing a contemporary edge to keep the bottle looking freshfor maximum standout on shelf.”

The redesign will also feature on the Smirnoff flavours range.





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Nick Strangeway

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