We led the PR charge for the Anniversary, bringing the celebration to life through initial ideation, market strategy, gifting and a trade media launch which 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.
We then helped Smirnoff 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.
We 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.
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.
* 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…)