Diageo has recruited US comedian and TikTok star Brittany Broski for a Halloween-timed push in the US for Smirnoff Ice.
The partnership includes branded merchandise launches, content collaborations and events. Broski features in a series of video adverts (below) which are beginning to roll out across her & the RTD brand’s US social media channels.
Diageo’s US unit said the tie-up will continue beyond Halloween and “into the year-end holiday season”, but did not disclose the total length of the deal.
Diageo has also released a Smirnoff Ice bottle-shaped Halloween costume, which is available to purchase from the brand’s website for US$9.99 and is modelled by Broski. Later this month, Broski will host a Smirnoff Ice-themed Halloween event with “creators and celebrities” in attendance.
Broski rose to social media fame after a video of her tasting kombucha went viral in 2019. She has since been recruited for partnerships with drinks brands including Molson Coors-owned White Claw.
“Brittany brings this perfectly chaotic energy and undeniable charm that feels right at home with Smirnoff Ice,” said Smirnoff Ice director Fergus McCarthy. “We wanted to give her the keys and create things together that only Brittany and Smirnoff Ice could pull off. Halloween is just the start, and we can’t wait to show everyone what else we have planned together.”
Earlier this year, Diageo teamed Smirnoff Ice with Love Island in US, allowing consumers to vote for their preferred flavour extension.
