Smirnoff Ice gets 250ml can and brand refresh for 25th anniversary

• Product: Smirnoff Ice 250ml can
• Supplier: Diageo
• ABV: 4%
• RRP: £1.99, £5.49 PMP (4x250ml)
• Available: now

Diageo has launched a 250ml single can format for Smirnoff Ice as well as a new pack design and a £1m campaign to mark the RTD’s 25th anniversary.

The new activity comes as RTD is the fastest-growing segment within the total alcohol category and Smirnoff Ice is the number one citrus-flavoured RTD in impulse.

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While the brand’s visual identity has been updated, the supplier says there has been no change to the recipe.

Jessica Lace, head of marketing, Smirnoff at Diageo GB, said: “We are very excited to be giving Smirnoff Ice the fresh new look it deserves. The modern makeover brings a vibrant energy to the product and celebrates the citrus flavour notes that people know and love.”

The supporting campaign will consist of digital marketing and sampling activities over the next 12 months.

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