Diageo has this week launched a £15m push for its Smirnoff vodka brand.

The campaign, running now, is centred around a TV ad with the strapline “Filter the unnecessary. Keep the good stuff”. This highlights two contrasting nights out - one before the ‘pretentious stuff’ has been filtered out, and one after.  

Taking a stand against the “sometimes exclusive world of vodka”, the push would adjust how people viewed the category, said Louise McKerrow, marketing director for Smirnoff Western Europe.

“It showcases how good times can be better if you filter out the unnecessary pretence that can get in the way of a great night out,” she said. “It also serves as a great metaphor for the way we filter Smirnoff ten times to deliver the purity of our vodka.”

The campaign, which includes outdoor and digital activity, would also help educate consumers about the versatility and mixability of vodka, added McKerrow.

“It is an innovative and exciting category that’s accessible to everyone,” she said.

Vodka has been tipped to steal whisky’s crown as the bestselling spirit in the off-trade in the next two years.