Don't Call it a Comeback, We Were One of the Firsts: Smirnoff ICE Proves True Classics Never Fade, They Only Get Better

Rhea-AI Summary

On April 19, 2023, Smirnoff ICE announced a significant rebranding initiative as part of a national campaign featuring comedian Trevor Noah. Celebrating 23 years of the iconic flavored malt beverage, the campaign includes a modern redesign, new packaging, and a Relaunch Tour kicking off in NYC, featuring live performances from top artists. The brand aims to leverage nostalgia from the late 90s and early 2000s through collaborations with Live Nation across 39 amphitheaters and major music festivals. This rebranding effort signals Smirnoff ICE’s continued relevance in a competitive market, emphasizing quality and consumer engagement. The brand also plans to release limited-edition merchandise inspired by Y2K trends, further connecting with its audience.

Positive

• Rebranding initiative with modern redesign and new packaging enhances market appeal.
• National campaign featuring Trevor Noah aims to attract a younger demographic.
• Relaunch Tour across major cities will increase brand visibility and consumer engagement.
• Partnership with Live Nation at 39 venues aligns Smirnoff ICE with live music experiences.

Negative

• None.

The OG flavored malt beverage is looking better than ever with new TV spots starring Trevor Noah and big plans for 2023 

NEW YORK, April 19, 2023 /PRNewswire/ -- Twenty-three years after first arriving on the scene, Smirnoff ICE is continuing to change the game. Today, the OG flavored malt beverage is reimagining what it means to be a classic, starting with a modern redesign showing up in a new nationwide campaign, alongside a star-studded roster of new celebrity partners and fresh new packaging for its most delicious flavors.

Experience the full interactive Multichannel News Release here: https://www.multivu.com/players/English/9159551-smirnoff-ice-og-flavored-malt-beverage-trevor-noah/

Starring comedian Trevor Noah, a series of seven new TV spots pair the actor and host with a supporting cast of experts in their own rights – like social media star LeJuan James, DIY home and lifestyle influencer Kayla Simone and attorney and personal finance expert Erika Kullberg – serving up delicious adv-ICE and nostalgia at every turn.

"Smirnoff ICE is out to prove its iconic status only gets stronger with time," said Trevor Noah. "Before there was seltzer there was Smirnoff ICE and this classic has never looked better with the same great flavor."

But a fresh new look is just the beginning. Smirnoff ICE will take center stage this summer, throwing it back – all the way back – to the late 90s, early 2000s with an epic celebration of old and new with the energy of an era that continues to have a lasting impact on modern culture. Smirnoff ICE is all about making a statement and making it louder than anyone else – and that's exactly what this nostalgia-driven celebration is serving. What's today's version of hot pink everything, bedazzled anything, and yes, denim on denim…you're about to find out.

Beginning in May, the highly anticipated Smirnoff ICE Relaunch Tour will kick-off in NYC before hitting the road and cities across the country.  All summer long, Smirnoff ICE will surprise fans with new experiences and performances by the most epic music artists - from mainstay legends to the hottest newcomers on the scene, merging modern nostalgia in a bold one-two punch. 

Through its partnership with Live Nation, Smirnoff ICE will be the official flavored malt beverage partner across 39 amphitheaters and seven iconic festivals, joining millions of fans during unforgettable live music experiences. Get ready to raise your hands, sing along and savor the flavor of Smirnoff ICE at the hottest music events in the country!

"More than two decades ago, Smirnoff ICE made history as one of the first flavored malt beverages and has been challenging the status quo ever since," said Lisa Lee, Smirnoff ICE Brand Director. "Now, 23 years later, we look better than ever with the same great taste people know and love. Add the excitement of new partnerships with Live Nation, Warner Music Experience and Billboard to engage with our fans like never before, and we've got a lot to celebrate."

Smirnoff ICE is also teaming up with online apparel powerhouses known for flipping streetwear on its head to release a limited run of Y2K-inspired merch. Afterall, fanny packs and flared jeans are back, and Smirnoff ICE is here for all the things that make people want to have a good time.

Stay tuned for more exciting news by following @Smirnoff on Instagram, and no matter how you choose to enjoy the delicious flavors of Smirnoff ICE, please remember to always drink responsibly.

About SMIRNOFF

Smirnoff has been giving the people what they want since 1864, serving as a catalyst to revolutionize drinking culture across generations: from inventing the Mule and reimagining the vodka martini to creating a cultural mainstay that defines the flavored malt beverage category with the launch of Smirnoff Ice in 2000.

Because the brand is dedicated to the people and their evolving taste preferences, Smirnoff has an option for everyone along with a dedicated history of adding fun to any occasion while keeping diversity and inclusion at the forefront. Truly showing the power of socializing when everyone (21+) is invited to celebrate.

The Smirnoff portfolio offers a variety of options for adults across vodka and flavored malt beverages. Current offerings include foundations in Smirnoff No. 21 Vodka and Smirnoff Ice, a line of flavors in North America and ready-to-serve flavored malt beverages including Smirnoff Seltzer and Smirnoff Ice Smash. From culturally relevant limited editions to new innovations and zero sugar offerings, Smirnoff has always been known for quality and affordability, and prides itself on giving the people what they want.

About Diageo North America

Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness.

Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world. For more information about Diageo, their people, brands, and performance, visit www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice. Follow on Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.

MEDIA CONTACTS:

Nicole Anastasi

DIAGEO

Nicole.Anastasi@diageo.com

704-796-9992

TAYLOR

Smirnoff@taylorstrategy.com

View original content:https://www.prnewswire.com/news-releases/dont-call-it-a-comeback-we-were-one-of-the-firsts-smirnoff-ice-proves-true-classics-never-fade-they-only-get-better-301802343.html

SOURCE Smirnoff ICE

FAQ

What is the Smirnoff ICE Relaunch Tour?

The Smirnoff ICE Relaunch Tour is a national campaign kicking off in May 2023, featuring live performances and experiences across major cities.

Who is the celebrity partner for Smirnoff ICE's new campaign?

Comedian Trevor Noah is the celebrity partner for the new Smirnoff ICE campaign.

How is Smirnoff ICE planning to engage consumers in 2023?

Smirnoff ICE plans to engage consumers through a rebranding initiative, live music events, and limited-edition merchandise.

When did Smirnoff ICE first launch and how long has it been in the market?

Smirnoff ICE first launched 23 years ago in 2000.

What is the stock symbol for Diageo, the parent company of Smirnoff ICE?

The stock symbol for Diageo is DEO.