Smirnoff ICE drops its first-ever global campaign to mark 25 years in the ready-to-drink (RTD) space, launching across more than 20 countries as it reasserts its unconventional identity. Developed in partnership with McCann New York, the campaign embraces the brand’s irreverent tone, proudly positioning Smirnoff ICE as the original RTD that defies easy classification.
A refreshed brand look—including a shift from bottles to cans—accompanies a humorous hero ad featuring a talking can that refuses to be shelved into any one category. Lines like “We’re called ICE but we’re a liquid” and “Proudly not served at the finest establishments” reflect the brand’s self-aware charm and distinct positioning.
Nostalgic visual cues, playful storytelling, and bold in-store activations round out the campaign, signaling a confident new chapter. As Smirnoff ICE celebrates its milestone, it invites consumers to embrace what’s different—and toast 25 years of flavor that doesn’t follow the rules.
Image Credit: Smirnoff ICE
Key Themes Behind This Trend
- Unconventional Branding
- Emphasizing a quirky and non-conformist image enhances brand recall and consumer engagement as traditional categorizations are set aside.
- Nostalgia Marketing
- Utilizing nostalgic visual cues taps into consumer emotions, fostering a deeper brand connection and driving engagement.
- Packaging Innovation
- Transitioning from bottles to cans not only refreshes the brand's image but also opens up new avenues for convenience and marketing strategies.
Where This Applies
- Ready-to-drink Beverages
- RTD companies are leveraging innovative brand campaigns to redefine consumer perception and increase market share across diverse demographics.
- Alcohol Marketing
- The alcohol industry's advertising strategies are evolving through humor and self-awareness, setting brands apart in a crowded market.
- Packaging and Design
- Advances in packaging design are crucial for brands seeking to modernize their image and appeal to a broader consumer base.
