Diageo’s North America unit is inviting US consumers to vote on the next flavour extensions for Smirnoff Ice through a partnership with TV show Love Island USA.
Viewers of the reality TV show will be invited to vote for new flavours via a dedicated web page that goes live this week and stays open until 22 July. Eight variants will be available to choose from, including “Americana-inspired classics” Watermelon Limeade and Strawberry Swirl, with the four most popular set to be launched in “early” 2027.
The NPD will be released in 12-packs of 35cl cans, available “nationwide, wherever Smirnoff Ice is sold”, a spokesperson told Global Drinks Intel.
The tie-up will also see Smirnoff Ice assume the moniker of ‘official malt beverage’ of the next series of Love Island USA, which begins on 2 June on streaming platform Peacock.
As part of the campaign, called ‘The Fan Edit’, Diageo is also organising pop-up events, merchandise and social media assets featuring contestants from the last season of Love Island USA. The company’s North America division is also running a sweepstake competition for two consumers to win a trip to New York, alongside “more than 100” branded merchandise prizes.
“Love Island USA fans know the power of a vote – it can shake things up and send someone packing,” said Smirnoff Ice director Fergus McCarthy. “The Fan Edit brings that same energy to the cooler, giving fans the chance to decide which new flavour bombshells make it into our new variety pack.”
In March, Diageo’s North America unit’s CEO, Sally Grimes, was replaced by John O’Keefe, the previous CEO for Asia Pacific, Global Travel & India.
