The world's most iconic Vodka RTD was experiencing an image problem, with various new kids on the block dominating discerning drinkers’ repertoire. In fact, 140 new entrants came into this space in the last year alone.

They needed people to fall in love with Smirnoff ICE again.

To do that, we knew that mimicking others’ success wasn't enough‚ we needed to find a distinctly Smirnoff way of expressing the brand with true relevance, as an O.G. icon: because nothing is more authentic than Smirnoff.

We designed new packaging that was unapologetically Smirnoff‚ in a modern way for our modern consumers: we stripped back the elements, proudly emphasising only the original authentic identifiers and bold, rich brand colours. Minimal, bold, well-crafted, confident: in its essence, signature Smirnoff.

Carried through to outer packaging, this focus on quality creates high-impact stand out on shelf, while staying true to the Smirnoff legacy.