Smirnoff - recently became the official vodka of the FIFA World Cup 2026, rolling out "Seleçoff," a campaign built to follow fans from living rooms to bars and retail shelves throughout the tournament.
- In short: Smirnoff will promote 48 country-inspired caipiroska recipes, six films, 48 jingles and a Brazil-themed limited bottle across digital, on-trade and retail channels.
How Smirnoff plans to join the global conversation
The brand is staging a multi-channel push that pairs local flavors with global reach: 48 caipiroska variations tied to participating nations, available on The Bar platform and executed in partner bars and themed venues like the Arena Brasileira in São Paulo. The initiative includes audiovisual and musical content—six films and 48 country-specific jingles—distributed on digital platforms including Spotify to maximize audience touchpoints.
This activation arrives as the World Cup becomes a major marketing moment; FIFA notes the tournament’s unparalleled global footprint, a factor brands use to scale campaigns internationally.
"The FIFA World Cup is one of the biggest cultural moments in the world and demands a presence worthy of it," said Adriana Nogueira, head de White Spirits da Diageo Brasil.
Context and impact
Developed by AlmapBBDO, Seleçoff aims to shift consumption patterns during the competition by merging content, commerce and in-person experiences. Retail activations in supermarkets and produce markets will make ingredients for the caipiroska easier to find, while a limited-edition bottle with Brazil-inspired visuals ties the product to the host region.
For consumers, the campaign means new recipes to try at home and more opportunities to encounter Smirnoff at public screenings and hospitality spaces. For the brand, it’s a concentrated effort to convert event attention into sustained purchase behavior across the Americas.
What do you think? Will a global recipe roll-out change how you watch the World Cup? For more details, check out our specialized section.