Smirnoff ICE Preparada Campaign
Client
Smirnoff ICE Original is DIAGEO’s premium flavored malt beverage that started the seltzer craze. Smirnoff ICE has been a staple of get-togethers and parties since 1999. With its crisp taste and bubbly finish, Smirnoff ICE Original features natural lemon lime flavor, a delicious citrus bite and a refreshing effervescence.
Challenge
In order to increase brand visibility and drive sales with Mexican American shoppers in target Texas markets, Giant Noise partnered with DIAGEO to introduce the Smirnoff ICE Preparada, a variation on the Michelada.
Approach
To maximize the campaign’s reach, Giant Noise used a three-pronged approach:
Influencer Content Creation, Sampling Demos and Strategic Events & Earned Media.
What We Did
Activating in April and May 2023, Giant Noise worked around significant Mexican American holidays, including Tejano legend Selena Quintanilla’s birthday, Fiesta in San Antonio and Cinco de Mayo.
Giant Noise selected three bilingual content creators with a combined following of 157K people to develop nine Smirnoff ICE Preparada recipes, showcased on Instagram Reels.
Brand ambassadors activated 30 off-premise samplings at grocery stores with a high percentage of Mexican American shoppers and four on-premise samplings. The on-premise samplings included a Selena-themed drag show at a popular Austin taqueria; a three-day event at a well-known San Antonio dive bar featuring local drag performances, Tejano music and cumbia dancing; and a Sunday brunch featuring a fajita lounge.
Results
- Influencer partnerships: 193,000 individuals reached, 211,000 social media impressions, and 3% engagement rate
- On-premise sampling: 30-off premise samplings that tripled Smirnoff ICE sales
- Off-premise events: 4 events with more than 500 attendees that doubled sales
- Earned media: 21 digital articles and 2 live TV segments, generating an estimated 22 million impressions with an equivalent advertising value of $207,000
