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Smirnoff ICE Global Relaunch

Project type

360 campaign rooted in social

Role

Creative lead/direction

We relaunched the iconic Smirnoff ICE - 25 years after its debut, with a bold new look and its first-ever social campaign.

The concept? To 'Break the ICE' on social with a loud, unapologetic tone of voice.

Rolled out in three stages:
Stage 1 teased the return with cryptic, ice-themed content and rogue Insta DMs, no product shown, just attitude: “I’m back, bitches!”

Stages 2 & 3 brought the drink front and center, embedding it into culture via leveraging OOH, music, fashion, and a steady stream of memes and community-driven content, all in our signature tone.

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