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Smirnoff Black Ice Gives Away £100,000
in the World's Biggest Melting Ice Cube

Broadgate Arena, EC2 - 21 & 22 July 2004

It's the ultimate ice breaker. This Wednesday and Thursday, new Smirnoff Black Ice is putting £100,000 into the world's biggest ice cube. For up to 48 hours it will melt away in the heart of the City of London revealing, as it drips away, 100 bottles of Smirnoff Black Ice each containing £500*. That's not all though - one lucky punter will win £50,000, which will be held in a case at the heart of the cube.

So how will it work? Smirnoff Black Ice has constructed a 2.5 metre squared ice cube which will sit in the middle of a ring-fenced Broadgate Arena. From 10:00 on Wednesday 21 July members of the public will be given a one minute chance to retrieve money from the ice block - think King Arthur retrieving Excalibur, only instead of the sword think bottles of Smirnoff Black Ice.

The Smirnoff Black Ice block will remain there until it melts away to reveal a rip-cord. The person who manages to pull the rip-cord and sound the reward alarm will win the £50,000 main prize, and possibly more if there are £500 bottles still in the remaining block - not bad for one minutes work and a much better deal than spending weeks in the Big Brother house to win so much dosh.

Of course there will be some restrictions to prevent any cheating. No one will be allowed to approach the Smirnoff Black Ice block with any instrument that might allow them to melt or break the ice e.g. a lighter or house keys. The only thing that people will be able to use on the ice will be their hands. Oh, and people must be over 18 to take part.

Members of the public will be able to keep up with the progress of the melt, and also the length of the queue, via a Broadgate Arena webcam. To view the event people should go to and click on webcam.

A hefty team of Royal Marines will be on hand for the duration of the event to ensure both fair play and safety - gloves, a hardhat and some sturdy boots will be provided to prevent any accidents. People will be able to enter as many times as they want, and as the Smirnoff Black Ice block will stay open until the winner has pulled the rip-cord (including night time) it could be a night owl's dream.

In the daytime we'll also be giving people the chance to try new crisp-tasting Smirnoff Black Ice to celebrate it hitting the shelves of bars and supermarkets across the land. Those who have tried it before will notice some changes that they're sure to like - the new drink is less sweet, with a more noticeable vodka taste and a hint of lime. And just to clarify, that's pure Smirnoff vodka in each bottle.

To view the live webcam from the Broadgate Arena or download a photo click onto:
and click on the links.

*Please note that the bottles will not contain £500 in cash but a unique voucher which will be exchanged immediately for a cheque of £500.

Notes to Editors:

To view the event please go to and click on webcam.

The best way to enjoy the crisp, refreshing bite of Smirnoff Black Ice is ice cold (we think 3oC is ideal) and straight from the bottle. There are also a few changes on the bottle itself. We reckon that the stylish, contemporary re-design will make finding new Smirnoff Black Ice an absolute doddle. Crisp-tasting Smirnoff Black Ice has an ABV of 5% and has an RRSP in the off trade of £1.49.

The Smirnoff name has long been associated with premium quality vodka. Today, Smirnoff is the world's leading premium vodka brand, with distribution in 130 countries and a number of innovative products, including Smirnoff Ice, the world's leading ready-to-drink alcohol beverage and Smirnoff Black Ice, which is a variant of Smirnoff Ice. For more information about Smirnoff products, please visit our website

Diageo Great Britain is the mainland UK sales and marketing company of Diageo plc, the world's leading premium drinks business. Priority brands include, Smirnoff vodka, Smirnoff Ice, Guinness beer, Gordon's gin, Bell's Scotch whisky and Baileys Irish Cream - all of which hold the No.1 position within their respective categories.

Innovation has been pivotal to Diageo Great Britain's growth and there is a strong track record of success in this area over the last few years including Smirnoff Ice, Archers Aqua, Smirnoff Black Ice and Baileys Minis. Most recently Baileys Glide, Bell's Special Reserve and Archers Aqua Exotic Passion have all been successfully launched into the GB marketplace. Innovations and brands continue to reflect consumers' tastes and interest in new formats.

Diageo Great Britain is a member of the Portman Group, promoting responsible drinking.

The words Smirnoff and Smirnoff Ice are trademarks.

For more information and samples:

Philip Dorward
Borkowski PR
T) 020 7492 0629
M) 07976 264 352

Rachel Moule
Borkowski PR
T) 020 7492 0630
M) 07900 244539

Clare Fleerackers
Diageo Great Britain
T) 020 8978 8289
M) 07803 856867

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