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Smirnoff Source(TM) Splashes into the Northeast

Smirnoff Source, the new premium beverage offering from Diageo North America that combines pure spring water with alcohol, has launched a new advertising campaign that debuted on July 1st. The new multi-million dollar campaign features outdoor billboards, :15 and :30 second broadcast spots and online banner ads that give consumers the ability to actually control and interact with the ads.

Set to run through the end of August, the broadcast spots, entitled "Whoo! alright, yeah Uh Huh, and Smirnoff Source Drink Responsibly," feature a stream of water dancing to the pulsating beats of numerous up and coming artists, including The Rapture and Nextmen. Created by JWT and directed by Koichiro Tsujikawa, the creative spots bring water to life in a never-before-seen manner.

"In these ads, much like in Smirnoff Source, the pure spring water is the star," said Mark Breene, Vice President, Diageo Progressive Adult Beverages. We feel these spots capture the energy and vitality of the Smirnoff Source lifestyle, and are looking forward to seeing our consumers celebrating responsibly.

The broadcast ads will run in nine Northeastern states through the end of August, including Connecticut, Maine, Maryland, Massachusetts, Michigan, New York, Ohio, Pennsylvania and Road Island.

The online banner ads, which will allow consumers to use their mouse to manipulate the dancing water to create unique shapes and patterns of their choosing, will run from July through August and again from October through November. Outdoor billboards featuring a three-dimensional bottle of Smirnoff Source being submerged in water will appear in cities throughout the Northeast beginning in July.

Smirnoff Source is the latest product to be offered as part of Diageos industry-leading Progressive Adult Beverage (PAB) category. Other PAB product offerings include Smirnoff Ice® premium malt beverage, Smirnoff® Raw Tea and Captain Morgan Parrot Bay Tropical Malt beverages.

When enjoying this new product, and all its products, Diageo reminds its adult consumers to drink responsibly. As the world's largest spirits, wine and beer company, Diageo is committed to social responsibility and the responsible marketing of its brands. The Diageo Marketing Code is one of the most stringent in the industry. Diageo is a founding member and major supporter of The Century Council, a not-for-profit organization whose programs are designed to combat drunk driving and underage drinking.

About Diageo

Diageo (Dee-AH-Gee-O) is the worlds leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wine and beer. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines.

Diageo is a global company, trading in some 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at

Celebrating life, every day, everywhere, responsibly.


Patti Costantino, 646-223-2040
Rogers & Cowan
Scott Houston, 310-854-8196

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