A new look for Smirnoff

smirnoff Vodka, the No. 1-selling spirit brand in Canada, has been given a makeover for a 'slimmer and simpler' look.The bottle shape has thinned out a little, labelling has been removed from the neck and put on the back of the...

smirnoff Vodka, the No. 1-selling spirit brand in Canada, has been given a makeover for a ‘slimmer and simpler’ look.

The bottle shape has thinned out a little, labelling has been removed from the neck and put on the back of the bottle, and a logoed cap added.

The trademark ‘Smirnoff Shield’ remains, but is framed in gold foil, rather than gold paper.

The result means more impact, but a continued link with the brand’s Russian heritage.

According to Michele D’Angelo, category manager, vodkas for Gilbey Canada, the challenge was to make the new packaging ‘hip for today’ without alienating long-time customers.

The new bottles hit the shelves the end of September. SW