'Midnight Circus'tries to change nightlife landscape

Smirnoff is set to introduce something new to Jamaican nightlife called 'Smirnoff Midnight Circus'.

"There won't be any elephants doing handstands, however. Circus refers to the collection of new ideas and cultures that will shape and transform the Jamaican party experience," said Marsha Lumley, Smirnoff brand manager.

Under the theme 'The Night Comes to Life', Smirnoff is looking to change the way its patrons think of nightlife and is encouraging them to open their minds to new possibilities.

New ideas and experiences will take the form of sensory illusions for the eyes, ears and taste - eye-popping art and an optical illusion box will give partygoers a new photographic experience; deejays will spin some of the best global sounds and Smirnoff drink mixes will be part of the mix.

Special Midnight Circus mixes will be on offer, featuring the new Smirnoff flavours blueberry and peach.

"Smirnoff believes in new experiences and we are always trying to bring that to our consumers. The best moments happen when you create them and that's what we're doing for our consumers with Midnight Circus," Lumley said.

The launch

Smirnoff Midnight Circus will be launched on Friday at the Fiction nightclub, where the popular party spot will be transformed into 'Cirque du Smirnoff'. The dress code is all black.

Following the launch, Midnight Circus goes on a club tour throughout the island to bring these new nightlife ideas and possibilities to consumers during the months of November and December. The drink-inclusive club tour will make 'circus' stops at the UWI Students' Union; Studio 47 in Mandeville; Margaritaville, Montego Bay and Ocho Rios and Jungle in Negril.

Smirnoff will be offering special consumer deals as part of the campaign where consumers purchase a 200ml bottle of Smirnoff and get a bottle of Ting for its popular Stinger drink mix.

Smirnoff Midnight Circus is a global campaign being activated in 30 countries. The campaign has as its main ambassador renowned artist and photographer David LaChapelle.

LaChapelle has been commissioned to create interactive art pieces that represent the theme of bringing the night to life.

Responsible drinking plays no small part in the campaign, Smirnoff is advising that only persons 18 and older can participate. The company has taken the idea of responsible drinking even further, asking those old enough to partake to be mindful of their limit and, of course, to stick to the adage 'Don't drink and drive'.