In 1999, Smirnoff introduced the world to an entirely new type of drink: Smirnoff Ice. A fruity, fizzy alternative to bland, bro-ed out beer, it kickstarted a new category: FMBs. While so much has changed in the category since, Smirnoff had barely changed at all—the once-category leader was beginning to look dusty and hiding in plain sight.

But a recent plateau in the hard seltzer boom revealed an opportunity for an FMB resurgence. With the category poised for growth, Smirnoff Ice needed to assert its OG authority amongst mainstay competitors and trendy newcomers alike.

So we asked ourselves, how do you keep a drink as old as Smirnoff Ice fresh? And how do you win over new generations, when there are so many other options? To answer this, we had to uncover what made us great in the first place and rejuvenate our look for modern tastes.

It’s no secret that Gen Z favors the bold; whether it’s their style or their beliefs, a core characteristic of this cohort is their confident, more brazen self-expression. So when we learned that this truth extended to their tastebuds— with 72% preferring bold and vibrant flavors— we realized that Smirnoff Ice had what they are looking for, and everything we needed was already inside the bottle: bold, flavor-forward fun.

To connect with Gen Z and bring our loyal consumers along for the ride too, we turned the volume up on the fruity, refreshing sensations that Smirnoff Ice has always offered, bringing it life on-pack with bright bursts of color and evocative descriptions. We reclaimed Smirnoff Ice’s role as the OG in big, bold flavor to connect with generations old and new, while still celebrating what’s made Smirnoff Ice special all along.

The new Smirnoff Ice design celebrates flavor in all its dimensions. Confident and iconic with bursts of color and vibrant imagery to excite tastebuds. Fruit ripe enough to pick straight of the pack. Dripping with refreshment that feels straight from the cooler.

The addition of creative, evocative descriptions brings flavors to life in a new and inviting way. Previously harsh and angular, the new softer wordmark became an invitation to enjoyment and refreshment. Expanded across the portfolio to give pride of place to zero sugar, with an identity that doesn’t look less than, and instead turns the volume up on our unapologetic and bold taste. The result is delicious shelf stand out that improves recognition and drives preference amongst current and new drinkers through freshness. Leaving behind the baggage of a name and design synonymous with cold, and celebrating Smirnoff Ice as a leader in flavor.

• Remarkable growth in Smirnoff Ice sales, with a notable increase of +3.7% in dollar sales and 0.2% in volume compared to the previous year.

• Smirnoff Ice core product sales have seen a significant rise of +3.6% in dollar sales from 2022.

• In consumer testing, the new Smirnoff Ice design overwhelmingly outperformed the old design, with a striking 87% preference rate, compared to the old design’s 13%.

These results highlight the effectiveness of the redesign in capturing consumer attention and driving purchase preference.