Diageo has outlined its determination to keep building the Smirnoff brand with a new cinema commercial for the vodka.
Part of a £7m marketing spend for the spirit, details of the ad come three weeks after Diageo pledged to spend £11m promoting Smirnoff Black Ice, the latest extension to its PPS brand which owes much of its success to the Smirnoff name.
Running for five weeks in cinemas, the ad, which continues the ­If Smirnoff Made' campaign, will be appearing during films such as Changing Lanes, 28 Days Later and Die Another Day.
Philip Gladman, marketing director for Smirnoff at Diageo, said: "The campaign has contributed to the significant growth of the brand."