- Smirnoff Ice is celebrating its 23-year history with a design overhaul and nostalgia-driven national campaign, in keeping with a press release.
- Revamped packaging represents a contemporary tackle popular looks of the past, like bedazzled garments and denim-on-denim. To promote the look, the brand will travel across the country starting in May as a part of its “Smirnoff Ice Relaunch Tour,” flexing a Live Nation partnership to supply live music experiences.
- The brand also partnered with comedian Trevor Noah and a slew of influencers for seven TV spots and can offer Y2K-inspired merchandise through tie-ups with online apparel brands.
As the flavored malt beverage market continues to realize traction, Smirnoff Ice desires to remind consumers it has been within the ready-to-drink game for longer than most. The brand’s celebrity-studded campaign is packed with nostalgic elements that allude to its debut 23 years ago, including recent brightly coloured packaging that primes the drink for the important thing summer sales season.
Central to the hassle is a partnership with comedian Trevor Noah, who appears alongside influencers like LeJuan James, DIY home and lifestyle content creator Kayla Simone and attorney Erika Kullberg. Each gives Smirnoff the potential to tap into various area of interest audiences.
Video creative doubles down on the nostalgic themes while giving consumers bits of “adv-ice,” a move that seems to nod to past creative efforts by Smirnoff.
Off-screen, a relaunch tour will kick off in New York City before dropping by other cities across the country to supply experiences including live music performances from a slew of artists. Through a partnership with Live Nation, Smirnoff Ice can be the official malt beverage of 39 amphitheaters and 7 festivals.
Smirnoff Ice is rounding out the push through partnerships w ith streetwear-focused online apparel, helping the brand to craft merchandise that harkens back to the times of fanny packs and flared jeans, which have recently come full circle. Streetwear has develop into a ceaselessly utilized tactic for brands trying to connect with consumers, with brands like Michelob (*23*) also using the technique to double down on recent brand messaging.
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