Bacardi Breezer launches exciting summer surprises for festival-goers

Exciting News from Smirnoff Ice

Smirnoff Ice, a refreshing malt beverage produced by Diageo, is gearing up for summer with an exciting new campaign. According to a recent press release, the campaign revolves around the catchy slogan "Smirnoff Ice Surpr-ices are coming," offering a playful take on surprises just in time for music festival season.

The brand's key initiative includes a national TV commercial and digital spots directed by Spike Lee featuring comedian Trevor Noah and actor Travis Bennett ("You People"). To kick off the campaign, the brand recently showcased several iconic U.S. landmarks.

In addition, the brand launched the campaign with a pop-up event in downtown Indio, California, coinciding with the Coachella music festival. The campaign will also involve text-to-win contests and more brand activities at various festivals and amphitheaters throughout the summer.

"Surpr-ices" Campaign by Smirnoff Ice

Smirnoff Ice is introducing a new campaign called "Surpr-ices" to bring a fresh approach to surprises. The campaign aims to show that surprises under Smirnoff Ice are always positive, celebrate boldness, and add a comedic twist. This initiative, a clever play on the term "ice" as bling, is launched during the summer and music festival season to strengthen brand loyalty among younger consumers.

A new national TV commercial and digital spots featuring Noah and Bennett are part of the latest effort. In the commercial, Noah humorously suggests that brunch is just a hesitant lunch, and a "surpr-ice" is needed to transform it into a party with Smirnoff Ice. Bennett takes on the role of a DJ in the spot, which is set to be released on April 15.

As part of its campaign, Smirnoff Ice made an appearance at a highly anticipated music festival in 2024 resembling Coachella. A pop-up event was held at the corner of Highway 111 and Oasis in downtown Indio, California on April 12. The activation promised surprises in the form of sparkling "ice" and Smirnoff beverages, along with the opportunity to win festival-themed collectibles designed by Sue Tsai.

The brand teased the campaign last week using CGI to showcase an oversized version of its beverage at the Chicago Riverwalk and Venice Beach Skate Park in Los Angeles. Smirnoff Ice also intends to bring the campaign to various festivals and amphitheaters this summer. Moreover, throughout the summer, the brand will be giving out prizes to consumers who participate in a text-to-win giveaway by texting “BLING” to “24272.” This strategy could help Smirnoff Ice expand its reach to a larger audience while gathering important first-party data.

The Diageo brand's summer campaign follows a redesign and national campaign celebrating its 23-year history. To showcase its updated look, the brand embarked on a nationwide tour called the "Smirnoff Ice Relaunch Tour," collaborating with Live Nation to provide live music events. Additionally, the brand partnered with Noah and various influencers for seven TV commercials.

Editor's P/S:

The "Smirnoff Ice Surpr-ices" campaign is a clever and engaging initiative that aims to connect with younger consumers during the summer festival season. The playful slogan and humorous commercials featuring Trevor Noah and Travis Bennett effectively convey the brand's message of unexpected surprises and positive experiences. The pop-up event in Indio, California, and the text-to-win contest are innovative ways to engage with consumers and generate excitement around the campaign.

Overall, the campaign is well-conceived and executed, with a strong focus on creating a positive and memorable brand experience. By leveraging music festivals and amphitheaters, Smirnoff Ice is tapping into a highly relevant audience and creating opportunities for consumers to interact with the brand in a fun and interactive way. The campaign's emphasis on surprises and boldness aligns well with the brand's image and is likely to resonate with consumers seeking unique and enjoyable experiences.