Smirnoff ICE celebrates 25 years by defying logic in first global campaign

Smirnoff ICE is marking its 25th anniversary with its first-ever global campaign, rolling out across more than 20 countries as the brand looks to solidify its identity in the booming ready-to-drink (RTD) market.

Created in partnership with McCann New York, the new campaign leans into Smirnoff ICE’s irreverent, self-aware tone, positioning itself as the “OG (original) RTD” with slogans such as "We’re called ICE but we’re a liquid. We don’t get it either” and “Proudly not served at the finest establishments". 

The campaign kicks off with nostalgia-fuelled birthday assets and expands into a wider suite of new content designed to signal a bold new brand world for Smirnoff ICE.

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Among the highlights, is a brand refresh that includes a shift from bottles to cans, vibrant in-store activations, and an online spot where the can itself declares, “I defy all logic...but your tastebuds will get it". 

The 30-second spot follows a grocery store staffer trying to shelve a can of Smirnoff ICE, only for the can to start talking. It insists it doesn’t belong in any particular alcohol category.

Baffled, the man searches for the right place to put it, only to realise that the drink, much like its personality, “defies all logic.”

Markets such as Brazil and Ireland are leading the charge, with activations including festival takeovers and a secret vending machine-turned-doorway launch experience. The campaign will continue to roll out across key markets through the end of 2025.

The move builds on Smirnoff’s broader “glocal” push since 2023, when it launched "We do we", its first global brand platform in over a decade. The campaign also reflects shifting consumer expectations in the RTD space, now the fastest-growing category in total beverage alcohol over the past three years.

According to the brand, research showed a rising appetite for relatability over polished perfection, a trend that aligns with Smirnoff ICE’s identity as a “don’t-take-yourselves-too-seriously kind of drink", as echoed in recent global focus groups.

On digital, Smirnoff is doubling down. The brand has partnered with Born Social to ramp up its online presence over the past 18 months, with the latest campaign introducing a Snapchat filter and a suite of Instagram content aimed at younger drinkers.

"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. Smirnoff ICE has been a leader in the category since before we were even saying ‘RTD’ and I can’t wait to shine a light on this iconic player in our portfolio at global scale," said Stephanie Jacoby, SVP Global Vodkas, Diageo. 

She added, "The resulting breakthrough creativity is designed to capture the attention of today’s consumer whilst staying true and authentic to the brand. What we’ve landed on feels bold and fresh and I’m excited to see how loyal brand fans and new recruits alike connect with this new chapter for Smirnoff ICE."

In tandem, Britt Nolan, chief creative officer, McCann World group North America said, "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 honored the essence of the brand while moving it forward. And that’s when we made a mind-blowing discovery: Smirnoff ICE isn’t actually ice at all; it’s a liquid. This absurd contradiction hiding in plain sight became the voice of our campaign."

Smirnoff isn’t the only alcohol brand playing big this year. Grey Goose recently launched its global “Grey Goose hôtel” campaign, fronted by Oscar-winner Zoe Saldaña and developed by BBH USA. The series of short films channels French joie de vivre, positioning leisure as a luxury.

Meanwhile, Heineken kicked off the year with its “0.0 Reasons Needed” campaign, a global effort to challenge stigmas around non-alcoholic beverages and promote its Heineken 0.0 line.

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