Smirnoff Takes Ice to the Streets with a Bold Outdoor Campaign

Smirnoff Ice, one of the most iconic ready-to-drink beverages, is making a confident return to the Irish market. With an eye-catching Out of Home (OOH) campaign, Diageo is reintroducing the citrus-flavoured classic in a sleek new format. The message is loud and clear: Smirnoff Ice is back—cooler, bolder, and more refreshing than ever.

A Fresh New Look for a Legendary Drink

As part of a major relaunch, Smirnoff Ice has undergone a modern makeover. Now available in stylish 250ml cans, the product is designed to appeal to a new generation of consumers who value both convenience and design. The new packaging complements the vibrant branding and energetic tone of the campaign, positioning Smirnoff Ice as a trendy and refreshing drink choice for today’s market.

“Bring the Ice”: A Message That Cuts Through the Noise

The core creative message, “Bring the Ice,” is simple yet powerful. Designed to resonate across multiple platforms, this tagline is featured prominently on all Out of Home executions. Set against vibrant blue backdrops with bold yellow typography, the visuals demand attention, reinforcing Smirnoff’s position as a standout player in the increasingly competitive ready-to-drink (RTD) category.

Special Builds That Pop Off the Streets

One of the most impressive aspects of the campaign is its use of 3D special builds in Dublin. These unique installations include a Golden Square on Aungier Street and a 48 Sheet in Ranelagh, both featuring oversized 3D Smirnoff Ice cans bursting from the billboard surface. The creative is not only visually stunning but also physically engaging, offering passersby a moment of surprise and delight.

According to Roseann Spence, Senior Shopper Marketing Manager at Diageo:

“We are thrilled to feature the 3D Special Builds as part of our comprehensive marketing relaunch of Smirnoff Ice. They create stunning impact and are genuinely disruptive with real stopping power.”

These executions highlight the importance of innovation in OOH, using physical design to extend the brand experience beyond the visual.

National Reach for a New Generation

Beyond the capital, Smirnoff’s campaign enjoys nationwide coverage, running across classic 48 Sheets and digital screens in key cities including Kilkenny, Galway, Drogheda, Limerick, Letterkenny, and Waterford. This consistent presence ensures that the brand reconnects with legacy fans while capturing the attention of curious new consumers across Ireland.

Outdoor Advertising: A Strategic Focus

The brand’s choice to heavily invest in Out of Home media is strategic. Large-format advertising continues to be a powerful tool for driving awareness and creating a memorable visual impact. According to Diageo’s internal IMPACT Attention research,

“67% of adults have discovered new brands through Outdoor advertising.”

This data underscores the importance of visibility in public spaces, especially as audiences return to outdoor environments in greater numbers.

Smirnoff Ice: A Sleeping Giant Awakens

Diageo refers to Smirnoff Ice as a “sleeping giant” in its portfolio—one that’s now reawakening with full force. While the RTD market has become more crowded with the rise of hard seltzers and new entrants, Smirnoff Ice’s legacy and refreshing flavour profile give it an edge. This campaign marks a pivotal moment in its evolution, re-establishing its place as a leader in the category.

With sleek new packaging, vibrant creative, and a national presence, Smirnoff Ice is ready to reclaim the spotlight. This bold OOH campaign isn’t just about advertising—it’s about making a statement:
Smirnoff Ice is back, and it’s bringing the chill to the streets.

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