Diageo has unveiled a fresh new pack design for Smirnoff Ice and launched a single can format to celebrate 25 years of its popular RTD brand.
The relaunch and new can format are backed by a £1m investment that includes a digital marketing campaign and sampling activities.
It comes with RTDs the fastest-growing category in the Off-Trade and Smirnoff Ice the number-one citrus-flavoured RTD in Impulse.
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.”
Smirnoff Ice (ABV 4%) is available in single 250ml cans (RSP £1.99) and in four-can multipacks price-marked at £5.49.
