Smirnoff ICE: 25 Years

To mark 25 years since the global roll-out of Smirnoff ICE, the ‘OG ready-to-drink (RTD)’ is today launching its first-ever global campaign across more than 20 countries worldwide. Developed in partnership with McCann New York, the campaign creative leans into the long-standing playful tone of voice of Smirnoff ICE – confidently, humorously and self-referentially owning all that we are: the good, the logic-defying and the irreverent. The creative leans into this established tone with re-energised messaging, featuring taglines such as ‘We’re called ICE but we’re a liquid. We don’t get it either’ and ‘Proudly not served at the finest establishments’. The campaign launches with a series of 25th birthday assets tapping into nostalgia, followed by a broader suite of fresh content introducing a new brand world, indicating a whole new era for the product.