Smirnoff ICE drops its first-ever world marketing campaign to mark 25 years within the ready-to-drink (RTD) house, launching throughout greater than 20 international locations because it reasserts its unconventional id. Developed in partnership with McCann New York, the marketing campaign embraces the model’s irreverent tone, proudly positioning Smirnoff ICE as the unique RTD that defies straightforward classification.
A refreshed model look—together with a shift from bottles to cans—accompanies a humorous hero advert that includes a speaking can that refuses to be shelved into anyone class. Strains like “We’re referred to as ICE however we’re a liquid” and “Proudly not served on the best institutions” replicate the model’s self-aware allure and distinct positioning.
Nostalgic visible cues, playful storytelling, and daring in-store activations spherical out the marketing campaign, signaling a assured new chapter. As Smirnoff ICE celebrates its milestone, it invitations customers to embrace what’s totally different—and toast 25 years of taste that doesn’t comply with the foundations.
Picture Credit score: Smirnoff ICE
