FMB

Smirnoff ICE, flavorful refreshment straight from the cooler

Smirnoff Ice has been a pioneer and the OG in the ready-to-drink beverage category. However, its original silver and grey packaging, while intended to appear cool, ultimately felt cold and uninspired. Functional but not fun, sleek but lacking flavor, it led newer generations to push this once-iconic social media darling to the back of the shelf. Today’s generation, defined by vibrant flavors and optimistic colors, deserves a drink that matches their energy—and Smirnoff Ice should be their choice.

The new Smirnoff Ice design celebrates flavor in all its dimensions. Bold and iconic, the packaging now bursts with color and vibrant imagery that excites the senses. It exudes refreshment, as if straight from the cooler, and brings the drink’s essence to life. Creative and evocative descriptions enhance the experience, inviting drinkers to enjoy a more flavorful and dynamic Smirnoff Ice.