The "Diamonds" promotion, which is supported by a £2m national marketing campaign, gives consumers the chance to win one of 10 diamonds worth £10,000 each when they buy Smirnoff Red No 21 vodka.
Vodka is currently one of the fastest growing alcohol categories and delivers over £630m in retail sales annually. With more than half of these sales made by female consumers, Diageo is hoping the Diamonds promotion will increase sales for Smirnoff Red vodka, which is the category leader, and drive incremental growth in the category.
James Pennefather, brand director for Smirnoff at Diageo Great Britian, said: "As well as providing a great link with the purity of Smirnoff vodka, the chance to win a £10,000 diamond should prove an extremely motivating incentive to prompt purchase of Smirnoff amongst target female consumers."
Diageo has taken special fraud prevention measures to ensure the 10 winning bottles, which contain a diamond logo under the cap, are tamper proof by using shrink wrapping, stickers and individual ID numbers on the 70cl bottles.
The national campaign, which launches on May 1, includes TV, press, PR and point of sale, with a major online and viral component created by Agency Republic.
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