Diageo's Manly Wharf takeover: Smirnoff Sodas make a splash in Australia.

Manly Wharf, perched along the stunning Australian coastline, has long been an iconic waterfront destination, luring in locals and tourists alike. This vibrant spot, with its array of restaurants, cafes, and beachside fun, truly comes alive during the Aussie summer. It's here that Diageo, with the support of their agency Foundation, made the move to introduce Smirnoff Sodas to the Australian market with none other than our Manly Wharf Domination solution.

Diageo's campaign objective was simple—create mass awareness. As they were launching a new addition to the Smirnoff family they were determined to ensure that everyone knew about it. So, for the month of October, Manly Wharf became their stage.

To capture the attention of their target audience—people aged 18 to 34, Manly Wharf was the ideal hotspot. The bustling location seamlessly blends day and night experiences, perfectly harmonising with the introduction of Smirnoff Sodas, made with real fruit juice for daytime enjoyment and Smirnoff Hard Sodas for evening get togethers.

Our Manly Wharf Domination is comprehensive. It combines large and small format digital screens, decals, flags, and window decals, effortlessly connecting consumers with Smirnoff Sodas throughout their entire journey on the wharf.

Diageo's Manly Wharf campaign was not just about taking space; it was about capturing the spirit of the season, engaging with consumers, and ensuring that Smirnoff Sodas made a memorable splash in the Australian market.

Maddy Stockwell, Marketing Manager of Diageo – Vodka said, “Manly Wharf is such an iconic location with so many people passing through on weekends and throughout the week, it was the perfect destination to reach a large number of our target audience all in one spot. The multiple touchpoints and formats available allowed us to showcase the new Smirnoff Sodas with our vibrant creative and really make a huge visual impact.”

As summer rolls in, Manly Wharf will remain a go-to destination for those looking to enjoy the best of Australian summer, and Diageo's Smirnoff Sodas will undoubtedly be part of the fun and excitement, making this campaign a shining example of how the right location and timing can leave a lasting impact.

To find out more about our Manly Wharf Domination solution, click here.