Smirnoff Black Ice has made its first TV appearance with two new ads running until Christmas.
The drive, part of a £11m launch budget behind the brand, also includes an outdoor poster campaign, national bus advertising, and branded taxis in London and Manchester.
Diageo hopes the ads will persuade male lager drinkers to try Smirnoff Black Ice by highlighting the difference from its sweeter variant, Smirnoff Ice. The Crystal Clear' catchline is intended to explain that the PPS is clear in contrast to Smirnoff Ice, which is opaque.
Nick Robinson, marketing director for innovation at Diageo, said: "The response from trade and consumers to the launch of Smirnoff Black Ice has been fantastic, and sales have been extremely encouraging.
"The Christmas period is a key time for any drinks brand, and this level of marketing investment will put the product in the front of male consumers' minds."