From the Everyday to the Absolutely Epic…
Surpr-ICES come in a variety of flavors and you never know when or
where they'll show up
NEW
YORK, April 12, 2024 /PRNewswire/ -- As the
summer sipping season draws tantalizingly near and the hottest
festivals are upon us, Smirnoff ICE is sharing a simple message
with the world: "Smirnoff ICE Surpr-ICES are coming."
Wherever Smirnoff ICE shows up this summer, expect the unexpected
and all the SMIRNOFF ICE-ssentials. And yes, some of it melts and
some of it BLINGS.
You've probably been surprised at some point in your life, but
have you ever been part of a Smirnoff ICE Surpr-ICE? Probably not,
… allow us to explain. Smirnoff ICE Surpr-ICEs are a fresh take on
surprises: they are always positive, celebrate spontaneity
and boldness, and in true Smirnoff ICE fashion, typically have a
comedic twist.
From the everyday to the most epic, Smirnoff ICE promises to
keep fans (21+) on their toes, popping up at the hottest festivals
and events. While Smirnoff ICE will be delighting you all summer,
they also encourage everyone to join in the movement,
Surpr-ICE one another, and remember to Just Add Smirnoff
ICE.
To usher in its new era, the iconic brand "iced out"
several famous U.S. landmarks this morning – Venice Beach Skate
Park and Chicago's Riverwalk –
letting the world know SMIRNOFF ICE SZN is upon us, and the ICY
behavior is just gettin' started.
Later this week, Smirnoff ICE is bringing the chill to the
desert as it formally launches its new initiative with a pop-up
event at the most anticipated music festival of 2024. Featuring
some of the ICEist mainstays in culture, festival-goers in
Palm Springs have the chance to be
one of the first to experience Smirnoff ICE Surpr-ICEs, which will
include ICE – the kind that blings and the kind that melts - along
with chances to win exclusive festival-inspired collectibles by
designer Sue Tsai and much more.
Everyone 21+ is welcome at the corner of Highway 111 and
Oasis in Downtown Indio, California on
Friday, April 12, from 11 - 7 PM PT.
And if you can't make it, don't fret, all summer long Smirnoff
ICE will host consumer giveaways to bring the chill for summer. For
chances to win this summer, text "BLING" to "24272".*
Those who won't be in Palm
Springs will still have plenty of opportunities for Smirnoff
ICE Surpr-ICEs this summer, as the brand has big plans to show up
at festivals and amphitheatres with a commitment to surpr-ICE our
fans along the way. You never know where Smirnoff ICE Surpr-ICEs
will show up next, all year long. So get ready to sing along and
savor the flavor of Smirnoff ICE at the hottest music events in the
country.
"One thing we can all agree on is life is better when there's a
fun surprise added to the day so when we noticed life just isn't
full of them anymore, we wanted to do something about it, " said
Lisa Lee, Smirnoff ICE Brand
Director. "So this summer, we're bringing Smirnoff ICE Surpr-ICES
back in unexpected ways across culture to offer lighthearted fun to
our fans regardless of whether they're attending a festival or
hanging out at home with friends."
The campaign features actor, comedian, host and author
Trevor Noah for the brand's
latest national TV commercial and digital spots, set to hit screens
on Monday, April 15. The spots are directed by the legendary
Spike Lee and feature Noah
alongside actor and internet personality Travis Bennett elevating Surpr-ICE to a new
level through comedic takes on fun occasions from birthdays and
brunch to being more engaged IRL for social moments with
friends.
"I'm excited to be partnering with Smirnoff ICE again. We had a
blast filming these spots and I'm honored to help introduce the
cool, unexpected world of Surpr-ICEs," said Trevor Noah.
Smirnoff ICE is a classic flavored malt beverage ready to be
chilled, twisted opened and enjoyed responsibly. With a modern
redesign and the same great taste you know and love, consumers
(21+) can enjoy the crisp and refreshing tasting FMBs wherever
Smirnoff ICE is sold. Available in flavors including Original, Blue
Raspberry Lemonade, Pink Lemonade, Red, White and Berry, and more,
Smirnoff ICE brings bold flavors and good vibes to any
celebration.
To get the first scoop on how Smirnoff ICE plans to Surpr-ICE
consumers, be sure to follow more @Smirnoff on Instagram. And no
matter how you choose to enjoy the delicious flavors of Smirnoff
ICE, please remember to always drink responsibly.
SMIRNOFF ICE SURPR-ICE SWEEPSTAKES
NO PURCHASE
NECESSARY. U.S., 21+. Ends 4/22/24 @11:59:59 p.m. ET. ALCOHOL NOT PART OF
ANY PRIZE. For entry w/o text (& Rules), send e-mail with 1st
name/date of birth/state/zip to promotionalsweepstakes@avidinc.com
with DIA6575172W SMIRNOFF PALM
SPRINGS SWEEPSTAKES in subject line.
Diageo Americas, Inc., New York,
NY.
Please Drink Responsibly.
SMIRNOFF ICE Premium Flavored Malt Beverage. The Smirnoff Co.,
New York, NY.
About SMIRNOFF
Smirnoff has been giving the people what they want since 1864,
serving as a catalyst to revolutionize drinking culture across
generations: from inventing the Mule and reimagining the vodka
martini to creating a cultural mainstay that defines the flavored
malt beverage category with the launch of Smirnoff Ice in 2000.
Because the brand is dedicated to the people and their evolving
taste preferences, Smirnoff has an option for everyone along with a
dedicated history of adding fun to any occasion while keeping
diversity and inclusion at the forefront. Truly showing the power
of socializing when everyone (21+) is invited to celebrate.
The Smirnoff portfolio offers a variety of options for adults
across vodka and flavored malt beverages. Current offerings include
foundations in Smirnoff No. 21 Vodka and Smirnoff Ice, a line of
flavors in North America and
ready-to-serve flavored malt beverages including Smirnoff Seltzer
and Smirnoff Ice Smash. From culturally relevant limited editions
to new innovations and zero sugar offerings, Smirnoff has always
been known for quality and affordability, and prides itself on
giving the people what they want.
About Diageo North America
Diageo is a global leader in beverage alcohol with an
outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and
Buchanan's whiskies, Smirnoff,
Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan,
Baileys, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (NYSE: DEO)
and the London Stock Exchange (LSE: DGE) and their products are
sold in more than 180 countries around the world. For more
information about Diageo, their people, brands, and performance,
visit www.diageo.com. Visit Diageo's global responsible
drinking resource, www.DRINKiQ.com, for information, initiatives,
and ways to share best practice. Follow on Twitter and Instagram
for news and information about Diageo North America:
@Diageo_NA.
MEDIA CONTACTS:
Nicole Anastasi
DIAGEO
Nicole.Anastasi@diageo.com
704-796-9992
TAYLOR
Smirnoff@taylorstrategy.com
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SOURCE Smirnoff ICE