Smirnoff ICE drops its first-ever global campaign to mark 25 years in the ready-to-drink (RTD) space, launching across more than 20 countries as it reasserts its unconventional identity. Developed in partnership with McCann New York, the campaign embraces the brand’s irreverent tone, proudly positioning Smirnoff ICE as the original RTD that defies easy classification.

A refreshed brand look—including a shift from bottles to cans—accompanies a humorous hero ad featuring a talking can that refuses to be shelved into any one category. Lines like “We’re called ICE but we’re a liquid” and “Proudly not served at the finest establishments” reflect the brand’s self-aware charm and distinct positioning.

Nostalgic visual cues, playful storytelling, and bold in-store activations round out the campaign, signaling a confident new chapter. As Smirnoff ICE celebrates its milestone, it invites consumers to embrace what’s different—and toast 25 years of flavor that doesn’t follow the rules.

Image Credit: Smirnoff ICE