Smirnoff Ice marks 25 years with bold new look, campaign

Diageo has unveiled a fresh new pack design for the iconic Smirnoff Ice (ABV four per cent) and as part of a significant brand investment, is also introducing Smirnoff Ice in a convenient single can format.

The relaunch will be supported by a £1M marketing campaign, which aims to reconnect Smirnoff Ice with loyal customers and attract new shoppers to the brand. With Ready to Drink (RTD) the fastest growing category within total beverage alcohol and Smirnoff Ice currently the number one citrus flavoured RTD in Impulse, the brand aims to connect with customers who seek both convenience and quality for celebrating special occasions.

Designed to meet the needs of today’s on-the-go lifestyle, the new single RTD can format provides people with a more convenient format that is relevant for a variety of occasions. The new PMP single can format will be available in addition to the can multipacks.

While the packaging and visual identity has been updated, the liquid remains unchanged, offering consumers the same great taste that people know and love– a premium mixed drink with a crisp, citrus taste made from Smirnoff Vodka, the number one vodka brand in GB.

From September, the rebrand and new can launch will be supported by a digital marketing campaign and sampling activities.

Jessica Lace, Head of Marketing, Smirnoff, Diageo GB, said: “We are very excited to be giving Smirnoff Ice the fresh new look it deserves. The modern makeover brings a vibrant energy to the product and celebrates the citrus flavour notes that people know and love. We’re thrilled to share this evolution with our consumers.

“As well as the new pack, we will be investing £1M into Smirnoff Ice over the next 12 months to enable us to connect with our existing shoppers and reach new consumers.”

Smirnoff Ice cans are now available across all major retailers and wholesale outlets.

RRP: 250ml can: £1.99, 4 pack PMP can: £5.49.