Smirnoff Ice has unveiled a fresh new pack design and introduced a convenient single-can format (RRP £1.99), as part of a significant brand investment.
The relaunch will be supported by a £1m marketing campaign, which aims to reconnect Smirnoff Ice with loyal customers and attract new shoppers to the brand.
With RTD the fastest growing category within total beverage alcohol, according to Nielsen and Smirnoff Ice currently the number one citrus flavoured RTD in Impulse, the brand aims to connect with customers who seek both convenience and quality for celebrating special occasions.
Designed to meet the needs of today’s on-the-go lifestyle, the new single RTD can format aims to provide people with a more convenient format that is relevant for a variety of occasions. The new PMP single can format will be available in addition to the can multipacks (4 pack PMP can: £5.49)
While the packaging and visual identity has been updated, the liquid remains unchanged, offering consumers the ”same great taste that people know and love” – from the number one vodka brand in GB, according to Neilsen.
The new RTD format will be supported by a digital marketing campaign and sampling activities.
Jessica Lace head of marketing 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.”
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