To celebrate its 25-year anniversary, Smirnoff Ice has launched its first-ever global campaign, spanning over 20 countries. 

The campaign has been developed with advertising agency McCann, based in New York, and leans on irreverent slogans such as ‘Proudly not served at the finest establishments.’ 

The push has already started to roll out in Brazil and Ireland, in tandem with launch events. Meanwhile, rollouts in GB, Canada, Colombia, Northern Europe, South Africa and the US will all be live by the end of 2025. 

Smirnoff noted that the campaign is launching at the same time as a boom in the RTD category, which is the fastest-growing alcohol subcategory, according to the IWSR. 

The brand has described the campaign as taking a 360° approach, including out-of-home interactive in-store experiences, online videos, a Snapchat filter and Instagram content, alongside more traditional billboard advertising. 

At the same time, the brand has switched from bottle format to can, which it says increases appeal for convenience channels. 

Stephanie Jacoby, senior vice president at Global Vodkas, Diageo, said: “I’m thrilled to be shaping the next chapter for Smirnoff Ice and bringing it to the global stage at a moment which feels timelier than ever, as consumers look for iconic drinks in convenient formats which are perfect for on-the-go occasions like festivals and picnics with friends.” 

Britt Nolan, chief creative officer at McCann World group North America, added: “When we looked back at 25 years of Smirnoff Ice, one thing was clear: its refreshingly self-aware, playful tone has always set it apart. We wanted to find an idea that honoured the essence of the brand while moving it forward.”