UK-owned Smirnoff reinvented for domestic market

Aimed primarily at inhabitants of big cities aged between 18 and 34, the new drink will be accompanied by an advertising campaign costing zł.7 million and prepared by the Leo Burnett Warsaw agency. Smirnoff, the number one selling vodka in the world, is the British Diageo company's leading brand and sits among a portfolio that also includes such names as Guinness and Johnnie Walker. (Gazeta Wyborcza, p. 20s) A.F.