Smirnoff is revisiting a 2014 party concept from its advertising history to promote Marvel Studios' "Avengers: Doomsday."
Ahead of the Dec. 18, 2026, release, the campaign, starring Karan Soni, invites fans to "Assemble Your Night" with:
- Themed cocktails
- A movie ticket giveaway
- A Super House Party
In 2014, Anthony and Joe Russo directed Smirnoff's "The Party" videos, starring Alison Brie and Adam Scott.
72andSunny created that campaign, which promoted the brand's "Exclusively for Everybody" platform.
The Russo Brothers are now helming "Avengers: Doomsday," giving Smirnoff's new party theme a notable historical connection to the film.
Smirnoff SVP Jim Ruane said in a statement that the collaboration lets the brand "create something uniquely epic for the fandom."
"We've always been about bringing people together across different worlds. Or, in this case, universes," he added.
The promotional campaign revives familiar territory while using a major franchise to give the party concept a new purpose.
Doomsday Cocktails Pull in Diageo's Portfolio
The new "Assemble Your Night" spots place Soni inside "Avengers: Doomsday" sets.
In them, he hosts secret parties and mixes film-inspired drinks, including the Doomsday Delight and Fantastic Fizz.
Smirnoff links the film's visual identity to products fans can make at home.
"Doomsday is coming, so we might as well throw a party first," said Holly Frank, VP, Global Marketing Partnerships & Promotions at Disney.
"Inspired by beloved MCU sets, Smirnoff is bringing the holiday spirit to fans in a way only they could."
The promotion also offers 1,800 movie ticket prizes through Fandango promo codes and a special-edition cocktail kit.
Fans ages 21 and older can follow clues on Smirnoff's social channels to discover details about the planned Super House Party.
This extends the film partnership across advertising, recipes, a sweepstakes, and a live experience.
The recipes also promote products across Diageo's drinks portfolio, with the X-Presso Martini adding Mr Black coffee liqueur to a vodka cocktail.
With Mr Black in Diageo's portfolio since 2022, the campaign can steer shoppers toward a recent acquisition through familiar cocktail occasions.
Reward Promos Lift Brand Sales by 51%
Entertainment partnerships give brands access to established fan communities, but their commercial value depends on whether attention leads to purchases.
A 2026 study published in the Journal of Marketing analyzed over 800 retailer reward promotions across 166 brands and 80 product categories.
It found that these promotions increased brand sales by an average of 51.4% without price discounts, with the effect comparable to a 21% discount.
Smirnoff is using a different promotional mechanic, offering 1,800 movie ticket prizes and a film-inspired cocktail kit.
The giveaway provides a measurable participation incentive, while the recipes introduce multiple products from Diageo's portfolio.
The campaign offers three marketing lessons.
- Rewards can prompt trial. Brands should offer relevant prizes to encourage participation and product consideration.
- Partnerships can support portfolio sales. Companies should feature complementary products to encourage trial across multiple product lines.
- Promotions need sales measurement. Marketing teams should track entries, redemption rates, and incremental sales to assess commercial returns.
Entertainment partnerships create value when fan interest leads to measurable consumer action.
Our Take: Can Nostalgia Make This Partnership Stand Out?
The 2014 campaign provides a credible historical connection, while the new activation gives fans clues to follow and a physical event to anticipate.
We doubt that many fans will catch the nostalgia, since Smirnoff's own announcement never mentions the 2014 videos.
But licensing attention and building brand preference are separate commercial outcomes.
Smirnoff needs to make the party experience distinctive enough to strengthen its own identity after the film's promotional window closes.
The campaign's follow-through will determine whether this is a memorable brand activation or a temporary benefit from Marvel's promotional reach.
Smirnoff's Marvel tie-in also follows a wider wave of "Avengers: Doomsday" brand partnerships.
M&M's is promoting the film with Avengers-themed packaging, giving fans another way to engage with the franchise through everyday consumer products.
Brands planning similar activations can explore these top experiential marketing agencies for experts in live events, fan experiences, and promo campaigns.
