Diamond “Clarity” Sweepstakes Brands Smirnoff

Smirnoff is reinforcing its “Discover Clarity” message this holiday season with a national sweepstakes in which 10 customers will each be chosen to receive a $10,000 diamond.

The campaign is being promoted through bottle neck hangers and online at http://www.smirnoff.com. From now through Dec. 31, participants can take the code contained on the hanger, enter it at the Web site and be eligible to win one of 10 diamonds, which have been certified by the Gemological Institute of America to be conflict-free.

Participants are restricted to one entry per person. They can also enter without a purchase by requesting an entry code online from Smirnoff.

Smirnoff has run successful diamond-related campaigns in the U.K. in previous years.

Last year’s promotion, for the Smirnoff Red premium brand, was accompanied by a British-market ad that became one of the more popular clips on YouTube: a 30-second tale narrated by a dead man whose ashes have been super-refined into a diamond and then pawned by his brother.