Smirnoff Ice marks 23 years with branding overhaul, summer relaunch tour

Dive Brief:

Smirnoff Ice is celebrating its 23-year history with a design overhaul and nostalgia-driven national campaign, according to a press release.
Revamped packaging represents a modern take on popular looks of the past, like bedazzled garments and denim-on-denim. To promote the look, the brand will travel across the country beginning in May as part of its “Smirnoff Ice Relaunch Tour,” flexing a Live Nation partnership to offer live music experiences.
The brand also partnered with comedian Trevor Noah and a slew of influencers for seven TV spots and will offer Y2K-inspired merchandise through tie-ups with online apparel brands.

Dive Insight:

As the flavored malt beverage market continues to gain traction, Smirnoff Ice wants to remind consumers it has been in the ready-to-drink game for longer than most. The brand’s celebrity-studded campaign is packed with nostalgic elements that allude to its debut 23 years ago, including new brightly colored packaging that primes the drink for the key summer sales season.

Central to the effort is a partnership with comedian Trevor Noah, who appears alongside influencers like LeJuan James, DIY home and lifestyle content creator Kayla Simone and attorney Erika Kullberg. Each gives Smirnoff the potential to tap into varying niche audiences.

Video creative doubles down on the nostalgic themes while giving consumers bits of “adv-ice,” a move that seems to nod to past creative efforts by Smirnoff.

Off-screen, a relaunch tour will kick off in New York City before dropping by other cities across the country to offer experiences including live music performances from a slew of artists. Through a partnership with Live Nation, Smirnoff Ice will be the official malt beverage of 39 amphitheaters and seven festivals.

Smirnoff Ice is rounding out the push through partnerships w ith streetwear-focused online apparel, helping the brand to craft merchandise that harkens back to the days of fanny packs and flared jeans, which have recently come full circle. Streetwear has become a frequently utilized tactic for brands looking to connect with consumers, with brands like Michelob Ultra also using the strategy to double down on new brand messaging.