Smirnoff is getting hyper-colourful with a kaleidoscopic new global brand platform and positioning built around inclusivity.

The hero spot for “We Do We” is a direct rejection of the more individualistic “you do you” saying and ethos. Smirnoff claims that human beings are not made to be alone, and that community is everything.

The digital-first creative is rolling out in more than 20 markets, led out of McCann New York, the new global AOR for Smirnoff. In Canada, agency Trevor//Peter is supporting the creative, with the media buy handled by Touché. Narrative PR is handling public relations, while Vibrant is leading experiential events scheduled for this summer.

ManvsMachine, a London and LA-based design and motion studio collective, directed and produced the campaign’s hero content, representing the breadth of diverse individuals that enjoy Smirnoff.

According to the spirits brand, it is the biggest platform shift in more than a decade. It’s a full collaboration with its North American team, says Nadia Niccoli, head of marketing in Canada for Diageo, which owns and produces Smirnoff.

“What’s really great about Diageo is we really are a full, global organization, and Canada being a very top priority in terms of top ten markets […] we always have a seat at the table, with our partners that are leading this work,” Niccoli says.

The launch follows multiple brand activations at Pride events all around the world, including Brazil, Great Britain, Colombia, U.S., India and Canada, building on the Smirnoff brand’s longstanding commitment to the 2SLGBTQ+ community. Canada will be one of the first markets to launch the campaign.

Niccoli says Diageo talks a lot internally about making sure Smirnoff is elevating communities, and walks the walk as one of the first brands to feature same-sex couples in its advertising, and the brand also hosted one of the U.S.’s first legal same-sex weddings in Las Vegas. Locally, this year is the brand’s third year as a sponsor of Pride Toronto events.

“We’ve always been partners and allies to diverse communities,” Niccoli says. “‘We Do We’ really does celebrate inclusivity and differences.”

The activation of “We Do We” across social, OOH, digital and TV will be driven by a media strategy that forms part of Diageo’s wider vision of investing in platforms and publishers working to make mainstream media more diverse and inclusive.

For the local market, the brand plays on Pinterest, Snapchat, Facebook and Instagram. Its activations are about celebrating and elevating occasion moments, Niccoli says, and as a brand it has to continue to be relevant to all Canadians, even with its position as the number one vodka in the local market.

The campaign will continue to evolve over the coming months, bringing the collective spirit of ‘”We Do We” to life through a series of events like the Montreal Jazz Festival, partnerships and sponsorships spanning music, sport and entertainment with activity planned to run through festival season and into the NFL season.