Vodka brand, Smirnoff, has launched a series of activations to champion the power of the collective and reignite social connections around the world in a celebration of the spark that’s created when different people, flavours and ingredients come together.

With a recent report indicating that 79 per cent of 18-29 year-olds feel their emotional connections are weaker today than they were in the past (source: McCann Worldgroup Truth Central Truth About Youth 2023), the new initiative aims to tackle feelings of disconnection and 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.

The activations will be underpinned by a new global creative, Atomic, which brings this inclusive ethos to life through a playful ‘Life is like a cocktail’ metaphor. 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.

In the UK, Smirnoff is reigniting social connection with a focus on lowering social barriers through 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.

Spearheaded by an event curated by Sink The Pink, the London launch took place last night, Wednesday 29 November, and was hosted by comedian, Fats Timbo, and actor, Layton Williams. The event saw Drag Syndrome, a collective of 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 barriers found in the built environment of our social venues can be addressed. The inclusion of features such as a low-counter bar, accessible viewing platforms, a quiet room, BSL interpreters and visual interpreting tools 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.

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. 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 TV campaign launched with custom spots that demonstrate the cultures of each fanbase alongside a coin toss activation that enabled fans to win game-day cocktails.

“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,” said Smirnoff Global Brand Director, Stephanie Jacoby. “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.”