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Smirnoff Might Make Your Summer Dream Come True In New “Smirnoff Summer Of 2,021 Dreams”

In a new teaser spot for Smirnoff Red, White & Berry, comedian Anthony Anderson asks viewers “America! Remember those big summer drinks you had last year? You know, the ones you had to pack WAAY back in the closet? Well, it’s time to bring ‘em out.”

Smirnoff is teaming up with Anderson to give away 2,021 summer dreams. That’s right, this vodka giant is giving away that many experiences and gifts in “Smirnoff Summer of 2,021 Dreams” promotion. 

Simply, from today through August 15, anyone 21 and older who lives in the lower 48 states can enter the contest at Smirnoff.com/2021Dreams and tell the brand how you want to live your best life this summer for a chance to win one of those 2,021 dreams.

“What I’m most excited about is that Smirnoff is going to help people restart a part of their lives now that (the world) is starting to open back up again,” Anderson says.

Prizes will be awarded throughout the summer months via both a contest and a sweepstakes, and there are some pretty big dreams that Smirnoff’s going to give away, starting with three custom-designed campers that three winners will receive in time for Memorial Day Weekend.

Getting the campers will be an experience in itself for these three winners. Each one will be set up in a different, picturesque location, and they’ll be decked out with “what the winners need to take their dreams on the road this summer.” But not only that, the winners will receive the keys to their new mobile dreams in a special prize award ceremony with a celebrity partner.

There’s a range of prizes, from once-in-a-lifetime kind of experiences to summer essentials, and among them there are:

● an epic private flight for one lucky consumer and some of their closest friends who are of legal drinking age;

● an ultimate summer yacht experience;

● a one-of-a-kind backyard BBQ and concert with a performance by a notable music artist from the winner’s hometown;

● outdoor activities and experiences like paddle boarding lessons and curated bike trips.;

● a custom Smirnoff Red, White & Berry home bar, which is the very same one that Anderson is receiving;

● a weekend getaway with travel credits for flights and hotels, valued up to $5,000 each; and  

● coolers, mini fridges, boom boxes and other summer essentials.

“We’ve all been affected by this pandemic for the last year and a half,” Anderson says. “For Smirnoff to try to bring some happiness and a sense of normalcy back to the public and the people who drink their spirit, I think it’s a good jumpstart to getting our summer back this summer and moving forward.”

The dreams promotion ties in with a new Smirnoff product, Smirnoff Ice SMASH Red, White & Berry. Anderson says it was an easy decision to team up with Smirnoff, as he’s been drinking the vodka since he became of drinking age. “It was an organic fit,” Anderson says. “I grew up with Smirnoff in the home. In my aunt and uncle’s home, the first drink I had was Smirnoff. It was a mixed drink with either a tonic or some type of juice, if I remember correctly.”

Anderson continues to enjoy Smirnoff today – sometimes a vodka tonic with a twist of lime in a Baccarat crystal glass, but other times, he enjoys Smirnoff in a red plastic cup. He also says he likes the Red White & Berry at barbecues. “The glass doesn’t matter,” he says. “It’s all about what’s in the glass.”

“I think it’s safe to say we’re all happy to put 2020 in the rearview mirror,” said Jay Sethi, chief marketing officer, Diageo Beer Co. “Because so many people had to put their plans on hold last year, we really wanted to swing the pendulum in the other direction this summer and give people the safe experiences they’ve been dreaming about.”

Anderson will be promoting this summer of dreams in several television spots. “For me, personally, I love anything that has to do with the outdoors, be it on a beach, which is my favorite with warm sand and warm, turquoise water or a cabin in the mountains or a lakefront cottage or what not,” he says.

His love for the outdoors will be highlighted in these spots. “I will tell you that my first (spot) starts with me on the beach, throwing a house party, and that’s all I’m going to give a way,” he says. “You’ll be surprised about what my house is once you see it.”

For a sample, go here. And remember to enter your dream in the contest, Anderson says. “It’s a way to get back some of what we lost or at least getting back on the path to some type of normalcy,” he says.

After this summer of dreams is over, Anderson will continue this new partnership. “Smirnoff Red, White & Berry is just the tip of the iceberg,” he says. “This is just the beginning of our partnership. We are in talks about the bigger picture and what we’re going to do. I’m excited about what the future holds for us.”


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