Campaign
Smirnoff ICE — Raspberry Twist & Spicy Tamarind Launch
- Client
- Smirnoff / Dentsu Kenya
- Year
- 2025
Challenge
Establish Smirnoff ICE Raspberry Twist as a symbol of modern sophistication and broaden its appeal to a new generation of women, while re-anchoring Smirnoff Spicy Tamarind in a Kenyan “Urban Edge” identity for a bold, Gen Z audience — rather than its original Mexican “Día de los Muertos” aesthetic.
Approach
A full below-the-line system — key visuals, branded bags, cans, apparel and pop-up bar builds — all carrying the “We Do We” attitude through digital, print and merchandise touchpoints.
Outcome
A cohesive, wearable brand system that gave both launches a distinct shelf and social presence in the Kenyan market.