Diageo has unveiled a new pack design for its Smirnoff Ice (ABV 4%) brand as part of a significant brand investment that includes the introduction of a single-can format. The relaunch will be supported by a £1m marketing campaign.
With ready-to-drink (RTD) the fastest-growing category within total beverage alcohol and Smirnoff Ice currently the number one citrus-flavoured RTD in Impulse, the brand stated that it is aiming to “connect with customers who seek both convenience and quality for celebrating special occasions”.
The new single-can format (RRP £1.99) will be available in addition to multipacks (£5.49). While the packaging and visual identity has been updated, the liquid remains unchanged.
The rebrand and new can launch are being supported by a digital marketing campaign and sampling activity.
Jessica Lace, Head of Marketing, Smirnoff, Diageo GB, said: “We are very excited to be giving Smirnoff Ice the fresh new look it deserves. The modern makeover brings a vibrant energy to the product and celebrates the citrus flavour notes that people know and love. We’re thrilled to share this evolution with our consumers.
“As well as the new pack, we will be investing £1m into Smirnoff Ice over the next 12 months to enable us to connect with our existing shoppers and reach new consumers.”
