RTD brand marks 25 years with new look and marketing
SPIRITS giant Diageo has unveiled a fresh new look and canned format for its RTD brand Smirnoff Ice to mark its 25th anniversary.
The relaunch will be supported by a £1million marketing campaign for the brand, which aims to reconnect loyal shoppers to the brand and help attract new consumers as well.
To do so, Smirnoff Ice has rolled out a new 250ml canned format for the 4% ABV drink, aiming to reflect the more on-the-go demand of the RTD category whilst also offering flexibility to shopper missions.
The new launch rolls out in a single 250ml can at an RRP of £1.99 as well as a PMP multipack option of four cans with a set price of £5.49.
And though the brand may be sporting a new look and format, Diageo has reassured consumers that the liquid inside remains unchanged.
The new marketing investment into the brand will see a greater presence for Smirnoff Ice across digital channels with a new marketing campaign as well as further sampling activities.
Jessica Lace, head of marketing for Smirnoff at 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 £1million into Smirnoff Ice over the next 12 months to enable us to connect with our existing shoppers and reach new consumers.”
