Smirnoff ICE Unveils Bold New Look in South Africa Refreshed design celebrates culture and the unapologetic spirit of “We Do We”
Smirnoff ICE, one of South Africa’s most iconic ready-to-drink (RTD) beverages, has officially unveiled its bold new packaging, a refreshed look that mirrors the energy, confidence, and togetherness of a generation that’s always outside, always connected, and always creating culture.
The pack refresh is more than just a design update. It’s a cultural statement aligning with Smirnoff ICE’s commitment to being at the heart of authentic moments where South Africans come together to celebrate, express themselves, and make memories that last. The launch is anchored in Smirnoff’s “Nakanjani” campaign, which boldly declares that no matter what, South Africans will always find a way to gather, vibe, and keep the energy alive.
Atlegang Moloko, Diageo Head of Marketing RTD says “Smirnoff ICE has always been more than a drink, it’s a connector of people, a symbol of freshness, and a reflection of the times. With this new pack design, we wanted to capture the boldness of our consumers. Those who are unapologetic, stylish, and confident in who they are. The refreshed look is not just about standing out on the shelf, it’s about standing up for culture and the joy of being together. That’s the heart of our We Do We philosophy.”
Smirnoff ICE is a part of countless unforgettable moments, late-night laughs, and epic adventures. This is not a rebrand or a relaunch; it’s a comeback, stepping into “main character energy” bold, proud, and unapologetically refreshing. Nakanjani. The new design is fresh, sharp, and distinctly modern, cutting through the noise with a vibrant edge that makes Smirnoff ICE instantly recognisable wherever it goes, whether at groove, a house party, a day at the beach, or a night in the city.
The Smirnoff ICE range continues to offer a variety of flavours that South Africans love, including Storm, Guarana, Spin, Berry Twist, and Pine Twist, available in 330ml, 440ml and 660ml formats, catering to consumers seeking value and versatility.
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Through this launch, Smirnoff ICE continues to position itself as the drink that doesn’t just show up, it sets the tone. From influencer partnerships to lifestyle collaborations and media engagement, the refreshed pack will be amplified across multiple touchpoints, driving relevance in culture while remaining accessible to every consumer.
“This is only the beginning. As we head into summer, Smirnoff ICE will be driving moments that embody the Nakanjani spirit. We’re excited to see our consumers embrace the new look and make it part of their stories.” Moloko concluded.
The new Smirnoff ICE pack is now available in stores nationwide.