An exclusive Smirnoff Limited Edition pack will be available in the off-trade offering VIP Madonna access. 245,000 glossy red packs are set to land on shelves from late April and will contain a special VIP access card.

Each card holds a unique code which, once entered into a dedicated Facebook page, unlocks a host of exclusive content to experience the Madonna’s world like never before including an exclusive download of Madonna’s latest remix track ‘Give Me All Your Luvin’ – Just Blaze Bionic Dub’.

Consumer will also have the chance to win VIP concert tickets.

The Smirnoff Limited Edition pack and VIP access activity will be supported by a multi-million investment encompassing a TV ad, digital content and PR.

MDNA is Madonna’s 12th studio album and the star is about to launch her 2012 World Tour, Diageo GB.

Simon Breckon, Vodka marketing director, Western Europe, says: “This partnership between a global superstar, Live Nation Entertainment and the number one vodka brand is really exciting and this latest activity is a fantastic opportunity for Madonna fans to gain access to completely exclusive content. The red pack will create significant impact on-shelf drawing shoppers to the category in-store. We are also launching some striking POS kits and display units to signpost the activity and help drive sales for retailers.”

Promo Marketing.info