Diageo hands digital duties to Mirum Vietnam

Alcoholic beverage giant Diageo has appointed Mirum Vietnam as its digital agency for Smirnoff and Johnnie Walker, as well as Diageo’s nightlife events platform 9Life. The appointment comes on the back of the agency's successful work last year.This is the second year Mirum has snagged Diageo’s Smirnoff business. Last year’s campaign was about “Stirring the Good Times,” a local spin on the global brand purpose of making good times better, targeting young Vietnamese millennials beyond the big party occasions such as Halloween and New Year’s Eve.With the launch of Smirnoff Ice, the best-selling ready-to-drink format from the world’s number 1 vodka brand, Mirum has built significant awareness of these innovations with locally-relevant digital content. Mirum will also work on making Diageo’s 9Life the undisputed nightlife portal in Vietnam.“For Diageo to appoint us for the second year in a row is not only a great honour for us here at Mirum, but to award us two additional brands as well proves to us that we are doing something right for their business in the digital realm,” Mirum Vietnam managing director Ly Viet Vu said.