Smirnoff Ice
 
the brief

The client required a brand product to compete within the rapidly growing RTD (Ready To Drink) market, in which the established Bacardi Breezer was enjoying the lion share. The client also hoped that this product would provide an alternative to the popular bottled beer market.
The challenge for the designer was both creative and commercial. Annette Scarfe needed to create a new fresh looking brand product for a young and dynamic consumer environment. The nature of this consumer market and the speed of its development required the designer to create a brand product that would meet with instant recognition.

Smirnoff Ice

the design solution

Working closely with the client various actual product concepts were reviewed concluding in the launch of a lemon flavoured vodka drink. Using the newly enhanced Smirnoff Red identity Annette Scarfe was able to design Smirnoff Ice, a bold and distinctive brand that instantly conveyed trust, recognition and appeal. The bottle design replicated that of the 70cl Smirnoff Red to further enhance the "brand in the hand" aim of the project.

brand conclusion

Smirnoff Ice has enjoyed one of the most successful product launches in beverage-alcohol history. Only launched in the United States in January 2001 the product has already captured almost 2 percent of the U.S. beer market.

The instant success of this product is testimony to the designer's focus on the brand and consumer. The "bar call" "Smirnoff Ice" provides a further strengthening of both the brand and product. The continued increase in sales indicates the potential longevity of this brand.



Smirnoff FlavoursSmirnoff FlavoursTanqueray GinTanqueray Gin