Smirnoff Ice turns to cans as it debuts campaign
To celebrate 25 years since its worldwide roll-out, ready-to-drink (RTD) brand Smirnoff Ice had launched its first global 360° campaign and moved to a canned format.
The campaign, developed in partnership with McCann New York, made its debut in more than 20 countries worldwide on 10 June.
Research revealed a growing consumer pushback against ‘overly polished perfection’, with audiences craving authenticity and relatability, and this shift is said to align naturally with the history of playful and irreverent campaigns behind Smirnoff Ice, as in recent global focus groups, the brand was described as a ‘don’t-take-yourselves-too-seriously kind of drink’, synonymous with unpretentious fun.
As such, the campaign creative leans into the long-standing playful tone of voice of Smirnoff Ice, which depicts the brand as ‘good, logic-defying and irreverent’, with taglines such as ‘We’re called Ice but we’re a liquid. We don’t get it either’ and ‘Proudly not served at the finest establishments’.
Britt Nolan, chief creative officer, McCann World group North America, explained: “When we looked back at 25 years of Smirnoff Ice, one thing was clear: its refreshingly self-aware, playful tone has always set it apart. We wanted to find an idea that honoured the essence of the brand while moving it forward. And that’s when we made a mind-blowing discovery: Smirnoff Ice isn’t actually ice at all; it’s a liquid. This absurd contradiction hiding in plain sight became the voice of our campaign.”
Stephanie Jacoby, senior vice-president global vodkas, Diageo, added: “Revisiting 25 years of Smirnoff Ice in the Diageo Archive, it was striking how the product’s witty tone – from lines like ‘I love you* *Terms & Conditions apply’ and ‘I got you the perfect present* *I got me the perfect present’ from over two decades ago still feel instantly recognisable.
“To create a campaign that resonates globally, we supercharged this identifiable voice with fresh insights into internet culture showing that 67% of Gen Z prefer comedy and memes. The resulting breakthrough creativity is designed to capture the attention of today’s consumer whilst staying true and authentic to the brand. What we’ve landed on feels bold and fresh and I’m excited to see how loyal brand fans and new recruits alike connect with this new chapter for Smirnoff Ice.”
The campaign has launched with a series of 25th birthday assets tapping into nostalgia, followed by a broader suite of fresh content introducing a new brand world, indicating a whole new era for the product.
In Brazil, festivals and partnerships have begun ‘supercharging’ the campaign, and a launch event was hosted in Ireland with access only available via a secret doorway masquerading as a vending machine.
Markets including Great Britain, Canada, Colombia, Northern Europe, South Africa and the US will lead the continued rollout and be live by the end of 2025.
New pack design
The campaign launches in tandem with the global roll-out of a new pack design, which includes the move from bottle to a canned format, which is said to be ‘critical’ for the convenience category where a significant number of RTD purchases are impulse buys made in store.
This strategy is underpinned by ‘vibrant’ out-of-home interactive in-store experiences and an online video where Smirnoff Ice can takes on its own casual, cool voice, asserting: ‘I defy all logic… but your tastebuds will get it’.
The campaign also doubles down on Smirnoff’s global approach to continue ramping up digital and social content, working in partnership with London-based agency Born Social to continually push the brand’s own platforms ‘to the next level’ over the last 12-18 months.
New campaign social highlights include a Snapchat filter and fresh Instagram content.
Jacoby said: “I’m thrilled to be shaping the next chapter for Smirnoff Ice and bringing it to the global stage at a moment which feels timelier than ever, as consumers look for iconic drinks in convenient formats which are perfect for on-the-go occasions like festivals and picnics with friends.
“Smirnoff Ice has been a leader in the category since before we were even saying ‘RTD’, and I can’t wait to shine a light on this iconic player in our portfolio at global scale.”
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