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As brands like Smirnoff explore pairing holiday LTOs with seasonal films, monitoring upcoming releases and popular titles can inform activation plans and strategically align our holiday offerings. Knowing these releases are a staple of the season, there is an opportunity for us to position Smirnoff cocktail serves as companions for holiday occasions (get-togethers, movie nights, etc.) and Taylor will continue to do so with appropriate media via always-on efforts as well.