:: adgruntie :: Diamonds are a Smironoff's best friend?

+ A new £2m national promotional campaign for Diageo Great Britain's Smirnoff Red No 21 vodka will offer consumers the chance to win one of 10 diamonds worth £10,000 each.The national campaign, which launches on May 1, includes TV, press, PR and point of sale, with a major online and viral component created by Agency Republic.

James Pennefather, brand director for Smirnoff at Diageo Great Britian, said: "As well as providing a great link with the purity of Smirnoff vodka, the chance to win a £10,000 diamond should prove an extremely motivating incentive to prompt purchase of Smirnoff amongst target female consumers."

At least for the time that the promotion is running. ;)