Joanne
11/20/2025 2:17:00 PM
4 mins read
Smirnoff, the world’s no.1 vodka[2] has today announced the global roll-out of its newest campaign, Why Change A Good Thing, with a focus on the brand’s hero product, Smirnoff No.21.
The campaign consists of a hero TV spot ‘Laugh’ which is dropping alongside a new suite of assets which will be rolling out worldwide across multiple touchpoints including linear TV, BVOD, in-store, OOH, digital, social and content creators.
Why Change a Good Thing spotlights the brand’s signature product, Smirnoff No.21, by highlighting its crisp and smooth taste credentials and enduring presence in culture.
Developed in partnership with McCann New York, the campaign celebrates how Smirnoff No.21 is as great now as it was over a century ago. The hero TV spot uses a simple human moment as a metaphor for knowing when you’re on to a good thing, drawing a parallel between the enduring role of Smirnoff in culture and main character Steve’s unique laugh. As we travel through the decades equipped with nostalgic backdrops, from old school saloon to 80s disco and 2000’s club, there is always one constant, the recognisable sound of Steve’s laugh. Some things are perfect from the start and don’t need to change – just like Smirnoff No.21.
Campaign research reveals a growing appreciation and desire for timeless quality and endurance – a move away from fast-paced trends that expire by lunchtime. This shift in behaviour is the driving force behind the new campaign and intends to shine a light on a spirit that has stood the test of time.
Smirnoff No.21 was truly the first of its kind and thanks to the unique mix of its exceptionally smooth taste and long-standing consistent quality, combined with its main character energy, it has remained at the forefront of the category as the World’s No.1 Vodka[3]. Triple distilled and ten times filtered, it’s this distillation process that gives Smirnoff No.21 its iconically crisp, clean and smooth character known and enjoyed today.
Stephanie Jacoby, SVP Global Vodkas, Diageo, said:
“In a fast-moving world defined by rapid change, it feels like a timely moment for a brand that was built in 1864 to respond to this moment in culture. Our research has told us that 83% of customers say that they trust companies that have stood the test of time[4] – and we also learned that 78% of people worldwide say that ‘the world is changing too quickly for them’[5] which as a brand, is important to recognise.
Whilst cultural trends and the latest consumer desires of course play a really important role in shaping our wider product portfolio, through activations, collaborations and innovations – for this campaign, we are taking a moment to celebrate the enduring role that Smirnoff No.21 plays for our consumers and within our wider category.
At the center of our campaign is our ‘Laugh’ creative, which celebrates Smirnoff No.21’s consistent process, our smooth and crisp taste, and the way that we have continued to show up at the center of the party for over a century.”
The new 360 campaign is rolling out globally with Great Britain as the first market to launch. Activating at scale in the lead up to the biggest socialising period of the year, the new creative will go live in-store as well as linear TV, BVOD and across digital platforms with six creators amplifying the ‘Why Change a Good Thing’ message. The campaign will be underpinned by vibrant contextual out-of-home showcasing Smirnoff’s fun and confident tone of voice. From the start of 2026, the campaign will continue to roll out globally from Australia, Colombia and North America to Canada, Poland and Ireland.
Cuanan Cronwright, EVP, Executive Creative Director, McCann New York added:
“Why Change a Good Thing’ is Smirnoff at its most authentic - playful, timeless, and just a bit self-aware. Because the truth is: some things, like a great vodka or a good laugh, don’t need reinventing to stay relevant. Smirnoff has been doing this for over a century and we're helping it return to its original DNA - a brand rooted at the center of good times.”
As a further acknowledgement of enduring culture, Smirnoff also partnered with TIME100 NEXT – celebrating the up-and-coming talent who are shaping the world through culture and changing the way we live our lives.
This new campaign places serves front and center, championing Smirnoff No.21 as the perfect blank canvas and bringing the vibes to every occasion – from twists on the martini, to the Smirnoff-invented Mule, taking moments of cocktail history and shaking them up for today's audience.
