Many entry level "Legal Age Drinkers" prefer quenching their thirst with a fruity offering rather than beer. Shortly after its launch, Smirnoff ICE became the undisputed champ in the malt beverage segment. This design refresh places Smirnoff ICE in more natural and delicious flavor sphere. Real fruit images, depth of color and dialed up refreshment express the true taste of the liquid.
In a category know for shouting, Smirnoff ICE Black redefines the perception of male-targeted high ABV beverages with this premium and better tasting offer. Compared to products like Four Loco, the Smirnoff ICE design stands out as more mature, current, and authentically masculine - with a quiet reserved confidence.
The ever evolving RTD category requires innovation every year, something new in a category almost out of ideas. Together with the Innovation team and R&D we developed Smirnoff MIXED DRINKS, RTD's inspired by everyone's favorite simple summer cocktails. As COGS had to remain neutral, we needed to make the most of the existing RTD structure to bold say something "new" has arrived.
Solution: Rather than the bursting refreshment and flavor cues often seen, we took a "spirited" approach, more refined and crafted look with an unexpected cocktail glass shot that made the consumer want to pour vs drink from the bottle. The result: Not only did this new variant perform beyond expectations, the design won the DIAGEO Best Packaging award that year...because while the liquid was fantastic, it was the the power of design that took it from refrigerator case to register - over and over again.
Note: We worked on these projects while employed at Landor.