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The Hardy Boys take on Smirnoff
After a five-way pitch against some of the biggest agencies in South Africa, Durban-based The Hardy Boys has been appointed as the agency of choice for Smirnoff, it was announced yesterday, Wednesday, 14 January 2009. The Hardy Boys will be responsible for all the below-the-line activation, amplification and brand building for the Smirnoff trademark.
“We are thrilled to have The Hardy Boys as a new strategic partner. Their win was due to sound strategy and innovation, which was outstandingly clear and simple. Their recommendations were all deeply founded in consumer understanding which will unlock great opportunities for each of the Smirnoff variants,” commented Lindy-Lou Alexander, Smirnoff Vodka marketing manager.
Added Debbie O'Reilly of The Hardy Boys, “The Smirnoff Trademark is the biggest premium spirit by volume globally. We are proud to have the opportunity to help build this brand to even greater heights. With the business environment as unpredictable as it currently is, there is a distinct need for agencies to function and react in a totally different way. We at The Hardy Boys are up for the challenge.”
The Smirnoff trademark consists of - Smirnoff 1818, Smirnoff Black, Smirnoff Triple Distilled and the Ready-To-Drink variants, Smirnoff Spin and Storm.
