This February saw Madonna, the queen of pop,  release her new single Give me all your luvin’, the accompanying video clip features product placement by Diageo’s vodka brand Smirnoff. This development means an extension of the existing partnership between the pop star and drinks producer Diageo.

 

In 2011 the pop diva signed a deal with Diageo to partner with Smirnoff on the Nightlife Exchange Project Dance. This deal revolved around a global Facebook competition to find a dancer to join Madonna’s next tour. This culminated in a final dance-off, where Madonna and her choreographers selected US dancer Lil Buck.

Buck now dances with Madonna’s on such high-profile appearances as the Bridgestone Super Bowl Half-time Show. One could argue that this is possibly still good publicity for Smirnoff.

Simon Burch, global brand director for The Smirnoff Co, told Marketing Magazine that: “Partnering with Madonna has been extraordinary and we are thrilled to deepen the partnership supporting the release of MDNA ([i]ed: Madonna’s new album[/i]) and ‘Give Me All Your Luvin’.”

In the music video, Smirnoff is the only drink available in a bar. In multiple shots a row of ten Smirnoff bottles feature prominently.

[link=http://www.youtube.com/watch?v=cItHOl5LRWg]In the music video[/link], Smirnoff is the only drink available in a bar. In multiple shot’s a row of ten Smirnoff bottles feature prominently.

Source: marketingmagazine.co.uk 02/02/12

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