Diageo has prepared its latest US marketing play for Smirnoff Ice that will pay out up to US$200,000 to participants.
The ‘Sunsurance’ campaign, which is fronted by content creator & comedian Boman Martinez-Reid, will credit around 2,000 consumers with $20 each in the US. Legal-drinking-age followers of Smirnoff on Instagram will be invited to text a number to receive the sum in the form of Venmo credit.
The initiative also features a debut for the Sunny Days variety pack, which includes the RTD brand’s Cosmic Snowcone, Lemon Shaved Ice, Orange Cream Pop and Red, White & Berry variants. The collection is available now in 12-packs of 35.5cl cans at an SRP of $17.99.
Other format sizes for Smirnoff Ice in the US include ‘Shorties’ (20cl bottles).
Earlier this month, Diageo leveraged the longstanding ‘We Do We’ campaign for the Smirnoff vodka brand for Smirnoff Ice’s first global activation.
