Next week, Canada will be one of the first markets to unveil Smirnoff’s new global creative platform, “We Do We” at Pride Toronto. The platform and activation is aimed to build on its longstanding commitment to the 2SLGBTQ+ community.

The broader campaign also includes a prominent POS element at two LCBO locations in downtown Toronto until July 15. The shopper collateral repurposing of a phrase typically associated with wine, “Love pairs with everything,” as well as “Pride in every flavour,” a tagline that the company says showcases the breadth of its portfolio.

Smirnoff will also have a branded float and product sampling at the Pride Street Fair, where it will also walk the parade route alongside the LCBO.

Nadia Niccoli, head of marketing in Canada for Diageo, tells strategy the “We Do We” masterbrand creative platform has a major focus on community engagement and building brand affinity.

“While the reach of this campaign is expansive, point of sale is playing a more important role in consumers’ decision making than ever before,” Niccoli says. “Changes in consumers’ shopping patterns and expectations, along with an upsurge in impulse buying, mean that it’s imperative that we have consistent brand presence at every touchpoint of the consumer journey that is relevant and enticing.”

The displays hero Smirnoff Ice Pink Lemonade RTDs, which launched in the U.S. in 2021 and was promoted in Canada last year through its “Express Your Zest” campaign, tied to supporting Canadian artists.

Other colourful summertime shopper assets unrelated to the Pride activation include “shaking up the way you sip” to call out Smirnoff vodka and its use across a variety of different cocktail types. ADM is developing the displays, leveraging creative by McCann.

The company will also be running an experiential activation across the next two weekends that is all about driving consumers into stores and educating them on its product assortment.

Smirnoff will be running a free, non-alcoholic slushie station outside stores as a surprise and delight. Brand ambassadors will have the opportunity to share some key messages with consumers going into store and encourage them to check out the Smirnoff Pop Up.

Smirnoff will be executing over 70 in-store tastings that are focused on the Creamsicle, Peach Lemonade Vodka and Peach Lemonade Seltzer RTDs.