Smirnoff ICE Unveils New Look with Refreshing Twist
Throughout the occasional ups and downs, Smirnoff ICE has remained a popular choice for consumers wanting a refreshing alcoholic drink. The flavored-malt-beverage space has grown in recent years, though—to say nothing of the fragmentation brought on by the ascendency of hard seltzers and ready-to-drink cocktails. With more competition than ever, Smirnoff ICE saw that it was time for a change to its package design. “We kind of looked like we've been around for 23 years,” joked Lisa Lee, brand director for the Smirnoff ICE. “It was just time. The brand needed a bit of a glow up.”
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