Thanks to marketer Rob Linden for spotting this shady shelter from Diageo-distributed Smirnoff, who’s launch campaign for its latest flavoured vodka, Coconut includes three custom built transit shelters in Toronto.

The shelter executions, which will be in place until the end of August, are located at King and Spadina, College and University and Yonge and Eglinton were designed to target socially active females age 25 to 34 who are looking for easy to make drinks, Alanna Stone, senior manager, marketing and communications, Diageo Canada tells MiC.

Additional components to the launch include an OOH campaign in Toronto, Calgary and Vancouver, with digital transit platforms screens, as well as in-store tastings.

Media for the Smirnoff Coconut vodka campaign was done by MediaCom with creative by Traffik Group.