SMIRNOFF® is up for the Test in The People's Challenge

World's No. 1 Vodka Asks Consumers to Determine the Best-Tasting Vodka with Launch of New Campaign, 'The People's Challenge'

News provided by

Diageo

Aug 11, 2010, 12:32 ET

NORWALK, Conn., Aug. 11 /PRNewswire-FirstCall/ -- SMIRNOFF®, the world's best-selling vodka, announced the launch of its new campaign, "The People's Challenge". To kick-off the new campaign, SMIRNOFF is putting their quality vodka to the test by hosting a massive blind taste test event on August 12, 2010 at Tao Nightclub in Las Vegas plus hundreds of events across the country. At the events, SMIRNOFF will go head-to-head with premium and ultra-premium vodkas on the market to allow consumers in attendance to determine for themselves, once and for all, the best quality vodka.

Deemed the most awarded name in vodka and the "hands-down favorite" in a New York Times blind taste test, "The People's Challenge" campaign acknowledges the brands' many accolades but seeks the sophisticated palates of consumers to determine the best-tasting vodka on the market. The campaign will be supported by a fully integrated print, broadcast, digital, out-of-home, in-store, and public relations marketing campaign, as well as promotional events throughout the year.

"The goal of this new campaign is to put the decision in the hands - and mouths - of consumers to determine the best vodka out there," said David Tapscott, Brand Director, SMIRNOFF. "We are excited about The People's Challenge in Las Vegas, as we will have the opportunity to celebrate the audaciousness and originality of SMIRNOFF enthusiasts around the world."

The campaign began in June with a teaser spot in which SMIRNOFF melted down its many awards, including a Double Gold Medal from the 2009 SF World Spirits Competition, its Silver Medal from the International Vodka Challenge and its top-pick vodka title from The New York Times to symbolize that what they really care about is being the consumer choice for best vodka. To view the commercial or to stand proud and announce, "I Choose Smirnoff", please visit www.facebook.com/smirnoffus.

For additional information, please visit www.smirnoff.com. And always remember to choose SMIRNOFF and enjoy responsibly.

About SMIRNOFF

SMIRNOFF, the world's number-one selling premium spirit and the top-selling flavored vodka in North America, traces its heritage back to 19th century Russia, and the brand was revived in the United States in 1934. In a January 2005 New York Times blind taste test of 21 world-class vodkas, SMIRNOFF was named its "hands-down favorite." SMIRNOFF has always been known for quality vodka and is enjoyed responsibly in 130 countries around the world. For more information, log on to www.SMIRNOFF.com.

About Diageo

Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines.

Diageo is a global company, trading in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands and performance, visit us at http://www.diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

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