A live client brief from McCann and Diageo focused on redefining
Smirnoff Ice to legal drinking age Gen Z. Originally launched in the
‘90s for nightclubs, it became a college staple after the viral ICE-ing challenge in 2010. Though built on spontaneity, it's now largely
associated with college culture.
Role: Lead Strategist
My first impression: People who drink ICE have the craziest stories to tell
Let’s be brief:
The Objective: Shake up the malt beverage category with a fresh perspective for ICE
The Problem: The malt beverage category is racing to be the “life of the party”
The Approach: Position Smirnoff ICE as at the start of spontaneity
“Tales as old as times…”
Situation:
From the very beginning of time, stories have always followed a familiar path. Whether it's old fables, classic novels, or modern movies and TV shows, they all adhere to a similar structure.
With the same arc, same pivotal moment.
Just like when Ted Lasso delivered his “believe” speech, or when the Elphaba rejected the wizard and embraced her powers, the climax is that pivotal moment when the main character steps into the spotlight and their true path becomes clear.
…and that's where we found our competitors.
Challenge:
In the story of all parties, all of ICE’s competitors are trying to be here—the main event of the night.
“Main Character Syndrome”
Most of their competitors are trying to be
the star ofthe show in the party narrative.
Whether by positioning themselves as the center on
social media or portraying themselves as the main attraction. This highlights how traditional storytelling formats are still echoed in modern advertisement.
Realization:
Someone like The ICE BREAKERS.
Target Audience:
They're not the main character, but they bring the energy that keeps the party alive. Hyping up the crowd, creating unforgettable moments, and striking the perfect balance between fun and control.
When they start something, everyone else tags along.
Their spontaneity ignites excitement in others wherever they go.
Insight
And since spontaneity is in ICE’s DNA…
Brand History:
At its core, Smirnoff ICE has always been about
being spontaneous. From the viral ICE challenge to bold collaborations with personalities like Trevor
Noah and Troye Sivan, ICE turns any moment into
an unforgettable experience. Anytime, anywhere.
New take on storytelling
DEpositioning:
It only makes sense for Smirnoff ICE to enter the
conversation from the beginning of every story because that’s where anticipation builds and the foundation is laid out for a spontaneous night. No one is here, this is a free space for ICE to own, compare to the overcrowded place of being the main character like their competitors.
By owning the start, ICE becomes the spark that keeps the momentum going. This repositioning cements ICE’s role as the essential ingredient that kickstarts every great story.
Strategy:
There’s a question that captures spontaneity and excitement. It challenges us to break from the ordinary and create new memories, one that sparks doubt and epiphanies as we decide whether to take the leap.
The question we’ve all been ask many times:
Idea:
Creative Work:
Mini-festo to set the tone
Concept: “Bag of ICE”
All vibes start with a bag of ice, but amazing vibes start with a “Bag of ICE.”
Smirnoff ICE is dropping an exclusive premium handbag cooler, available only through Uber Eats in NYC during NY Fashion Week. Order a literal bag of ice from the Smirnoff virtual restaurant and while most orders will deliver just that bag of ice, a lucky few will receive the limited-edition Bag of ICE instead. You In?
“Chief Vibes Officer of Smirnoff ICE, Troye Sivan”
Smirnoff ICE’s CVO is also a fashion icon. ICE can use his platform to generate hype around the bag in OOH during NY Fashion Week.
Post Work Thoughts:
After reviewing the client brief and recognizing the challenges in the alcohol beverage category, I knew the solution wasn’t to make it Smirnoff's problem. Instead, I saw an opportunity to enter the conversation differently for ICE. With Gen Z drinking less and the
market crowded with brands pushing “fun,” repositioning Smirnoff
ICE to start the story shifted the narrative to ICE’s point of view.
(ultimately making them the main storytellers of spontaneity)
Made By:
Art Directors: Christine Choe / Jynelle Smith
Experience Designer: Alyssa Hwee
Copywriter: Boyan Zlatarski
Strategist: Joy Luong
