The North American arm of Diageo has lined up a packaging update and marketing push for Smirnoff Ice in the US.
The flavoured malt beverage extension of the group’s flagship vodka brand will be the subject of a refresh as well as an activation fronted by comedian Trevor Noah. Seven TV ads have been created, featuring Noah and “social media star LeJuan James, DIY home & lifestyle influencer Kayla Simone and attorney & personal finance expert Erika Kullberg”. The campaign will highlight Smirnoff Ice’s popularity in the late 1990s and early 2000s.
While Diageo North America said the push will run “nationwide”, specific details of where the ads will appear were not disclosed.
Also running over the summer will be the ‘Smirnoff Ice Relaunch Tour’, which starts in New York next month. The FMB, which holds ‘official partner’ status for 39 amphitheatres and seven festivals in the US, “will surprise fans with new experiences and performances by the most epic music artists – from mainstay legends to the hottest newcomers”, the unit said.
Late last year, Diageo unveiled Smirnoff Passionfruit Martini, a vodka-based premix in 2-litre boxes, in Australia.
