![]() According to Shah, the hope is that actions like this will help Smirnoff meet its goal of increasing the number of women headliners at festivals. The Diageo-owned vodka brand also asked a number of industry stakeholders – including Spotify, music website Pitchfork, DJ publication Mixmag, UK nightclub venue owner Deltic Group and festival producer Insomniac – to sign a pledge to advance gender representation, whether it be through performance bookings, exposure in media or music availability.Īs a result of the pledge, Mixmag committed to making 50% of its magazine cover stars female DJs moving forward. In partnership with Thump and Vice’s women-focused site Broadly, Smirnoff put together a list called Top 50 Women Making Noise that features influential producers, DJs, and collaborators that electronic music fans can explore. Its commitment stems from research conducted by Thump, Vice’s electronic music and culture site, that found that women only made up an average 17% of headliners in 2016 at music festivals around the world. The following year, the brand took things up a notch on International Women’s Day when it announced its plans to double the number of woman-identified headliners at festivals by 2020. The documentary was created via Smirnoff’s international music platform Sound Collective, which the brand says is committed to fostering an inclusive electronic music culture. While it will surely take more than a brand effort to solve an issue of this scale, Smirnoff is doing its part to raise the profiles of and give exposure to female artists through its ‘Equalizing Music’ campaign, an effort that began in 2016 with a documentary featuring New York-based female DJ collective and booking agency Discwoman. The numbers show just how bad things really are: according to a recent study by the Annenberg Inclusion Initiative that analyzed 600 popular songs from 2012-2017, females represented only 22.4% of all artists and a mere 12.3% of songwriters. Last month, country singer Cam called out the iHeart Radio Music Awards for including zero female nominees in the Country Artist of the Year category. ![]() One of those spots shows BaddieWinkle putting down a Smirnoff and picking up a water, while saying the secret to staying young is pacing yourself.It’s a problem that spares no genre, and one that caused a Twitter storm earlier this year when the hashtag #GrammySoMale began trending after Alessia Cara became the sole woman to take home a major award at the Grammys. Both carry the tagline, Keep It Moving.ĭiageo has undertaken to donate 40% of its media spending on Smirnoff Ice Electric to responsibility ads, compared with its normal 20%. It comes in Electric Berry and Electric Mandarin flavour so far, each brightly coloured and very similar to Gatorade or Powerade in appearance.Ī new Chris Fonseca ad has also been made to accompany Baddie Winkle’s story. Unlike beer, it comes a resealable 500ml plastic bottle so it doesn’t spill and is non-carbonated so it won’t fizz when it gets shaken. It’s a flavoured malt beverage with 5%ABV (above light beer and many flavoured beers) that can be drunk while dancing – or otherwise rollicking about. ![]() Ignoring her age, she is the archetypal (or aspirational) user of Smirnoff’s strange new drink, Smirnoff Ice Electric – which almost creates a new category, alcoholic sports drinks, except that Smirnoff protests that it’s not one. ![]() ![]() And unlike its predecessor’s, BaddieWinkle’s content links directly to the appeal of the new Smirnoff product to which it is hitched.īaddieWinkle describes herself in the ad as “a diamond, 87-carat, getting brighter everyday.” She also comes with a ready-made Instagram following of 1.8 million people, a documented history of wild child antics and a cheeky tagline, Stealing your man since 1928. 72andSunny may be pumping up diversity for Smirnoff to be in with the in crowd – it has already launched a branded content campaign, We’re Open, in March that featured deaf dance teacher, Chris Fonseca – but 87 year old BaddieWinkle (Helen Ruth Van Winkle) is a gem. ![]()
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