Smirnoff ICE has launched a campaign promoting its new initiative called “Smirnoff ICE Surpr-ICES,” aimed at bringing unexpected and delightful experiences to its consumers throughout the summer. As part of this initiative, Smirnoff ICE plans to make appearances at major festivals and events across the U.S., starting with a pop-up event in Palm Springs during the most anticipated music festival of the year.
This campaign features partnerships with well-known personalities such as Trevor Noah and is directed by Spike Lee. The promotional content includes national TV commercials and digital spots that will start airing on April 15. These spots showcase Trevor Noah and Travis Bennett in humorous scenarios that highlight the spirit of Smirnoff ICE’s Surpr-ICEs.
Smirnoff ICE has also “iced out” several famous U.S. landmarks, including Venice Beach Skate Park and Chicago’s Riverwalk, to signal the start of what they call “SMIRNOFF ICE SZN.” The brand’s presence will not only be felt at events but also through consumer giveaways and special collectibles, like those designed by Sue Tsai, available at their events or through promotions.
Lisa Lee, Smirnoff ICE Brand Director, emphasized that the brand aims to reintroduce fun surprises into everyday life, whether at festivals or at home. The campaign invites people to engage more actively in real-life social moments, enhancing their experiences with the variety of flavors offered by Smirnoff ICE, such as Original, Blue Raspberry Lemonade, Pink Lemonade, and Red, White, and Berry.
The overall message from Smirnoff ICE is to encourage consumers to expect the unexpected this summer and to add a twist of fun to their usual routines with Smirnoff ICE Surpr-ICEs, leveraging both traditional and digital media to spread their message.