The drink's silver, gold and black design has been revamped by Landor Associates and will be backed by press ads handled by JWT New York.
The UK premium-vodka market is growing at twice the rate of the overall market, at 14% a year, according to ACNielsen.
Smirnoff plans to spend £15m promoting its vodka brands in the UK this year, which will include increased investment in its Smirnoff Experience activity.
Earlier this year, Smirnoff launched a £2m 'Diamond' campaign (Marketing, 22 March) to back its Red 21 vodka.
Diageo recently strengthened its vodka offering relaunching its RTD brand Smirnoff Moscow Mule.
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