# Unconventionally Categorized Drinks Smirnoff ICE Drops a Global Campaign to Celebrate 25 Years By Debra John | Published 2025-06-16 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/smirnoff-ice-drops References: [marketing-interactive](https://www.marketing-interactive.com/smirnoff-ice-celebrates-25-years-by-defying-logic-in-first-global-campaign) & [smirnoff](https://www.smirnoff.com/en-us/products/ready-to-drink/smirnoff-ice-franchise11)  [Smirnoff ICE](https://www.trendhunter.com/trends/smirnoff-ice-flavored-malt-beverage) drops its first-ever global campaign to mark 25 years in the [ready-to-drink (RTD) space](https://www.trendhunter.com/trends/wkd-x), launching across more than 20 countries as it reasserts its unconventional identity. Developed in partnership with [McCann New York](https://www.trendhunter.com/trends/lotto-maxxing), 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 ## Trend Insights (Trend Hunter) - Score: 7.3/10 - Popularity: 98% | Activity: 79% | Freshness: 43% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### 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. ## Related on Trend Hunter - [Zero-Sugar Flavored Malt Beverages](https://www.trendhunter.com/trends/smirnoff-ice-flavored-malt-beverage.md) - [Playful Summer Drink Giveaways](https://www.trendhunter.com/trends/smirnoff-ice-sunny-days.md) - [Cocktail-Inspired Togetherness Activations](https://www.trendhunter.com/trends/smirnoffs-global-connectivity-initiative.md) - [Japanese-Inspired Seltzer Launches](https://www.trendhunter.com/trends/unusual-your-usual-campaign.md) - [Premium Vodka Cocktails](https://www.trendhunter.com/trends/premium-vodka-cocktails.md) - [Unfiltered Seltzer Campaigns](https://www.trendhunter.com/trends/do-it-for-the-flavor.md) - [Non-Alcoholic Electrolyte Cocktails](https://www.trendhunter.com/trends/smashd.md) - [Inclusive Branded Film Ads](https://www.trendhunter.com/trends/come-on-in.md) - [High-End Spirit Canned Drinks](https://www.trendhunter.com/trends/sparkling-vodka-drink.md)