Smirnoff Celebrates Inclusivity with a Cheers to Canadian Good Times

Smirnoff is launching a new marketing campaign that is designed to spotlight Canada as a global leader of inclusivity. The vodka brand believes good times are better when everyone is invited, and through this new campaign, which is created by 72andSunny, the brand is hoping to lend its voice to a broader message of global inclusivity. 

Through a collection of inspiring real-life stories, Stay Open brings a uniquely Canadian perspective to Smirnoff’s global platform and brand campaign, We’re Open.

The campaign was created to highlight the open-mindedness, open-heartedness and fun-loving spirit at the heart of Canada’s culture. Whether it’s someone who was born and raised here, or a recent immigrant who chose to make Canada their new home, Smirnoff believes in the power of bringing people together through shared experiences and celebrations, 365 days a year.

“Globally, Smirnoff stands for inclusive good times, but nowhere in the world do we see that come to life like in Canada,” said Mark Phillips, Brand Leader, Smirnoff Canada. “These core values are ingrained in the lives of Canadians, and Smirnoff believes they always deserve to be celebrated, even though Canadians have been historically humble in their assertion of them. Smirnoff is on a mission to promote inclusivity through the power of good times.” 

The campaign's central film celebrates the true spirit of what it means to be Canadian and the idea that no matter who you are, where you’re from, or who you love, you’re welcome here. With “Stay Open,” Smirnoff is hoping to cement the brand’s belief that “good times” get better when people come together to celebrate inclusively, and that Canadians are leading by example in this regard.

By sharing a mix of authentic experiences from real Canadians, Smirnoff is revealing a rich and compelling snapshot of what makes up the mosaic that is Canada. The stories highlighted in the campaign are meant to inspire others around the world to embrace individuals the way our country has always been known to do. 

As part of a multi-pronged national strategy, Smirnoff is amplifying the campaign through traditional, social, digital, and out-of-home media placements. The film hit the air last night and will be followed by digital and out-of-home media placements later this month. This will be a continuous evolution through the end of this year, and beyond.