You might have noticed from poking around this very website that, at Smarts, we talk a lot about Cultural Endurance. And when it comes to brands that stand the test of time… enter Smirnoff.

We’re immensely proud of our relationship with Smirnoff, and this month we’ve loved working on two campaigns that create meaningful connections with customers through culture.

A very special anniversary

The first was for Smirnoff ICE, and a brand-new global campaign that marked 25 years since the iconic product first rolled out and helped shape what we now know as the Ready-To-Drink category.

We led the PR charge, bringing the celebration to life through initial ideation, market strategy, gifting and a trade media launch which has resulted in a splash across all key trade titles – from AdAge and The Drum to Little Black Book and Marketing Week.

In total, the Smirnoff ICE campaign rolled out across 20+ markets, reintroducing one of the world’s most iconic RTDs with creative that leans into the brand’s long-standing playful tone of voice – confidently, humorously and self-referentially owning the good, the logic-defying and the irreverent. It’s a tone that’s been with the brand since the beginning — and it couldn’t be more relevant today.  

Troye Sivan at the World Pride Music Festival

Meanwhile, at the beginning of June, the Smarts team worked with Smirnoff to take over World Pride Music Festival in Washington D.C with an iconic festival pop-up, ‘Club Rush’, coinciding with a headline festival slot from Chief Vibes Officer*, Troye Sivan.  

Amidst the vibrant energy and iconic vibes of World Pride Music Festival, home to performances from J-Lo, RuPaul, ZEDD and Paris Hilton, the Club Rush space quickly became a ‘must-visit’ spot for consumers where they could enjoy a delicious Smirnoff ICE or cocktail in the sunshine, as well as partake in unmissable giveaways, sampling and some iconic photo opportunities. The vibes? Immaculate. ✨ 

The Smarts team were across the planning and logistics of the pop-up, as well as managing a meet and greet with Troye, media and influencer attendance and content capture. Check out some of the content here, as well as a brilliant article in Vice on Troye’s vibe check.

** Legally we have to say that “Chief Vibes Officer” is not a real title and is used solely for promotional purposes. (Please do not tell Troye…) 

ICE campaign image credits: McCann Worldwide
World Pride Music Festival image credits: VICE, Sophie Macaluso