Smirnoff ICE is Reaffirming Itself as the OG
Laura McQuarrie — April 20, 2023 — Lifestyle
References: diageo & bakercityherald
Smirnoff ICE sees itself as "the OG flavored malt beverage" and it is introducing a fresh new look that promises to continue to have a lasting impact on culture, all the while considering the needs and preferences of adults today with zero-sugar offerings.
To prove that the classics never go out of style, Smirnoff ICE is launching a nationwide campaign, complete with new celebrity partners and refreshed packaging. There are seven new TV spots starring comedian Trevor Noah, as well as social media star LeJuan James, DIY home and lifestyle influencer Kayla Simone and personal finance expert Erika Kullberg.
Additionally, the Smirnoff ICE Relaunch Tour kicks off in May and it will treat fans to performances and more.
To prove that the classics never go out of style, Smirnoff ICE is launching a nationwide campaign, complete with new celebrity partners and refreshed packaging. There are seven new TV spots starring comedian Trevor Noah, as well as social media star LeJuan James, DIY home and lifestyle influencer Kayla Simone and personal finance expert Erika Kullberg.
Additionally, the Smirnoff ICE Relaunch Tour kicks off in May and it will treat fans to performances and more.
Trend Themes
1. Zero-sugar Drinks - Opportunity for other beverage companies to innovate on new flavors and provide customers with low-sugar options.
2. Celebrity Endorsements - Celebrity endorsements can increase brand recognition and loyalty, leading to higher sales and customer engagement.
3. Refreshed Packaging - Updated packaging can give new life to an established brand and attract new customers to try the product.
Industry Implications
1. Beverage Industry - Opportunities for beverage companies to create low-sugar options and partner with celebrities for endorsements to increase sales and engagement.
2. Marketing Industry - The use of celebrity endorsements and refreshed packaging can be leveraged by marketing agencies to grow a brand and increase engagement.
3. Entertainment Industry - Opportunity for entertainment companies to partner with beverage brands for collaborations and events to promote both industries.
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