Social connectivity and cultural capital are at the heart of a new campaign from Smirnoff which is designed to highlight the power of social connection in an era of disconnect.

The creative is based on the insight that a spark is created when different people, flavours and ingredients come together. It comes in an era of increased disconnection and stress.

The campaign follows research showing that 79% of 18-29 year-olds feel their emotional connections are weaker today than they were in the past. The campaign aims to tackle feelings of isolation around the world.

Rolling out in more than 20 countries including the UK, Canada, North America, Mexico, Brazil, Ireland, India and Australia, the initiative will bring local communities together through activities, partnerships and events that lean into local culture and passion points such as music, sport and dance.

These activities will be underpinned by a new global creative campaign entitled ‘Atomic’ which brings together an inclusive ethos. The campaign is centred on a ‘life is like a cocktail’ metaphor, which underlines that difference is what makes people stronger.

Embodying the spirit of togetherness, the spot, initially launching in the UK, shows a diverse group of people spontaneously turning into bubbles which mix together before turning back into human form and finally connecting with one another. 

The campaign is rooted in tangible actions to reignite social connections and lower the social barriers that prevent people from connecting. With this in mind Smirnoff has launched a new long-term partnership with Sinéad Burke’s accessibility and inclusion consultancy, Tilting the Lens, and Stonegate, one of the UK’s largest hospitality groups, to make socialising more accessible. 

Experiential activations are an important part of the campaign which was launched with an event curated by legendary nightlife performers, Sink The Pink. The London launch, which took place in November, was hosted by comedian Fats Timbo and actor Layton Williams. The night saw Drag Syndrome, a collective of fabulous Kings and Queens with Down syndrome, take to the stage alongside an array of performers including former Spice Girl Mel C.

The venue was transformed to showcase some of the ways in which venues can become more inclusive. These include low-counter bars, accessible viewing platforms, a quiet room, BSL interpreters and visual interpreting tools, which meant that Disabled guests were able to enjoy the night as their full, true, and diverse selves.

The ambition is that the brand’s partnership with Stonegate and Tilting the Lens will drive positive change for the Disabled community over the coming months by reviewing the settings in which people drink and engage with Smirnoff products.

Sinéad Burke, CEO and Founder of Tilting the Lens, explained: “Smirnoff’s commitment to implement measurable changes in accessibility, by working with Disabled people, is a much-needed approach to a sector that, for too long, has excluded Disabled people as customers and talent. Viewing accessibility not merely as a measure of compliance, but one of community and creativity means that through the inclusion of Quiet Rooms, British Sign Language performers, inclusive furniture, and trained staff, Disabled people can be who they are, as they are, not merely for one night only.”

Beyond the UK, Smirnoff has used the medium of dance to reignite social connections across Brazil through its partnership with popstar IZA to launch a unique track and dance challenge designed to get people moving together. The initiative has spanned borders with interactive billboards in major global cities encouraging passers-by to get involved.

In the US, Smirnoff has been using the power of sport to reignite social connections with an NFL partnership that encourages all fans to come together and celebrate their unique traditions and fandom for Game Days. A new national TVC campaign launched with custom spots that demonstrate the cultures of each fanbase alongside a coin toss activation that enabled fans to win delicious game day cocktails, demonstrating how Smirnoff brings people together.

Stephanie Jacoby, Global Brand Director at Smirnoff, added: “Despite there being more ways than ever for us to connect with one another, we know that feelings of loneliness and isolation are rising around the world.”

She continued: “At Smirnoff, we fundamentally believe that we’re better when we’re together, which is why these acts feel so important and relevant for today. By reinforcing social connections and doubling down on our longstanding commitment to diversity and inclusivity, we aim to make it as easy as possible for as many people as possible to come together.” 

More activities are being planned in markets all around the world over the coming months, including fresh partnerships and initiatives focussed on festival season and Pride. Partnerships which are designed to build on Smirnoff’s well-established commitment to the LGBTQIA+ community.

In a time of disconnection and loneliness, the brand is committed to social connections to bring people together like never before.