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."
What's Driving This Trend
- Premium Flavored Malt Beverages
- Opportunity for brands to create limited-edition, culturally-inspired designs to connect with target audiences.
- Celebrating Street Party Culture
- Opportunity to tap into the vibrant and energetic atmosphere of street parties to create unique marketing campaigns.
- Millennial-focused Packaging
- Opportunity to design eye-catching packaging that appeals to the Millennial demographic.
Who This Affects Most
- Alcoholic Beverages
- Disruptive innovation opportunity to introduce unique and culturally-inspired flavored malt beverages.
- Brand Design Agency
- Opportunity to collaborate with brands in designing limited-edition packaging for their products.
- Event Marketing
- Disruptive innovation opportunity to create experiential marketing campaigns that connect with street party culture.
