To connect with Latin America's street party culture, Smirnoff Ice worked with brand design agency Vault49 on a limited-edition range of designs for its premium flavored malt beverage. The colorful bottles and packages take inspiration from popular musicians and genres that will connect with Smirnoff Ice's target audience.
The eye-catching designs for Millennials feature characters that capture the vibrant spirit of products like the Original vodka-based mixed drink with lemon.
According to Leigh Chandler, Vault49's Creative Director and Partner, "As the party moved from the bar to the street, younger consumers were turning to premium beer for upbeat occasions. We felt strongly that Smirnoff Ice belonged in this space and wanted to bring the brand into this occasion."