Canada’s ready-to-drink market is getting another shakeup as Smirnoff vodka unveils three cocktail innovations that are being boosted by substantial pushes in in-store and digital spaces.

The brand’s RTD cocktails – Raspberry Mule, Cosmo Bellini and Passion Fruit Martini – come with “be your own bartender and “ready to cocktail?” messaging.

Creative for the campaign was produced by Trevor//Peter, Mosaic organized sampling and XM and We Are Social handled paid social. Middle Child is working on public relations and Touché Toronto is serving as the media planner and buyer.

By leveraging high-visibility displays, product sampling and targeted engagement, Smirnoff is looking to drive trial and conversion while building stronger brand loyalty among its Gen Z and millennial target, says Nadia Niccoli, head of marketing at Smirnoff parent Diageo Canada.

The demographic is craving bolder flavours with classic cocktails such as the mule and the martini returning to popularity, she says.

“Smirnoff’s legacy as a vodka pioneer has given us a strong foundation in the RTD space, allowing us to innovate with credibility,” Niccoli says. “Consumers trust the brand for its quality and versatility, which has helped us seamlessly expand into this growing category.”

Niccoli says successful brands offer innovative yet familiar flavours while staying true to what consumers are looking for: quality ingredients and bold yet balanced flavours in drinks that work well in a variety of social occasions.

Marketing efforts for the product launch run through the end of June with media placements planned for OOH and digital platforms on a national scale. A robust sampling effort is also underway with 400 displays strategically placed in the key markets of Toronto, Vancouver and Montreal.

Niccoli tells strategy that shopper marketing plays a crucial role in bridging the gap between brand awareness and purchase intent in a retail environment in which consumers make split-second decisions at the shelf.

“Shopper-focused programming, particularly in the convenience channel, is a cornerstone of our strategy,” Niccoli says. “With the launch of our new products we are reinforcing this commitment through a robust national activation plan.”

All three flavours of Smirnoff’s ready-to-drink cocktails are now available in Western Canada and Quebec, while Passion Fruit Martini is the lone item currently available in Ontario.