Diageo has leveraged the longstanding ‘We Do We’ campaign for its Smirnoff vodka brand for the first global activation for RTD extension Smirnoff Ice.
The new campaign, which coincides with Smirnoff Ice’s 25th anniversary, features updated packaging for the line and aims to capitalise on the convenience consumer trend. Starting off in Brazil and Ireland, the push will expand to markets including Canada, Colombia, South Africa, the UK and the US as well as to northern European markets throughout this year.
Backed by out-of-home ads and point-of-sale materials, a TV spot has been released that will air via online video platforms
“Sold in over 140 countries, Smirnoff Ice is the RTD with the largest global footprint and the iconic RTD continues to recruit new brand fans at pace,” according to Diageo. “Campaign research revealed a growing consumer pushback against overly polished perfection, with audiences craving authenticity and relatability.
“This shift aligns naturally with the history of playful and irreverent campaigns behind Smirnoff Ice.”
‘We Do We’ was unveiled almost exactly two years ago, framed by the brand owner at the time as the “biggest platform shift in more than a decade” for the Smirnoff brand. In group results from the six months to the end of December, Smirnoff booked a 7% decline in sales on volumes of -5% versus the year prior.
