Smirnoff Backbar P-O-P
Client: Diageo, Stamford, Conn.
Introduction: October 2003
Producer: Colangelo Synergy Marketing, Darien, Conn.
Comments: Diageo rolled out a $157 million marketing campaign including P-O-P, TV, public relations and additional marketing to support a new bottle and brand look for Smirnoff Ice. The company spent more than $1 million on P-O-P, including on-premise displays such as glorifiers, electrostatic pieces, table tents, napkin holders, shakers, coasters and condiment trays.