Smirnoff ICE, one of South Africa’s most iconic ready-to-drink (RTD) beverages, has unveiled a striking new packaging design — a refresh that reflects the unapologetic energy, style, and unity of South Africans who continue to shape culture in their everyday lives.
The redesigned look isn’t just about aesthetics; it’s a cultural statement. Anchored in Smirnoff’s “Nakanjani” campaign, the refreshed pack champions the spirit of resilience, joy, and community — reminding South Africans that no matter the circumstances, they’ll always find a way to connect, celebrate, and keep the vibes alive.
A Look That Matches the Lifestyle
Atlegang Moloko, Head of Marketing RTD at Diageo South Africa, explained the vision behind the redesign:
“Smirnoff ICE has always been more than a drink; it’s a connector of people 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.”
The update gives Smirnoff ICE what Moloko calls “main character energy” — a bold, sharp, and modern identity that cuts through the noise, making the brand instantly recognisable whether it’s at the groove, a beach day, a house party, or a night in the city.
More Than Just Packaging
Smirnoff ICE has long been a part of unforgettable moments in South Africa, from late-night laughs to epic adventures. The brand emphasizes that this is not a relaunch or rebrand, but a powerful evolution — a comeback that proudly reflects its place in culture.
The RTD range continues to offer South Africans a wide selection of flavours, including Storm, Guarana, Spin, Berry Twist, and Pine Twist. Available in 330ml, 440ml, and 660ml formats, the variety ensures value and versatility for every occasion.
Amplifying the Vibe
To bring the refreshed look to life, Smirnoff ICE is rolling out a multi-platform cultural push. From influencer partnerships and lifestyle collaborations to media activations, the brand is amplifying its bold new identity while staying accessible to all South Africans.
“This is only the beginning,” Moloko added. “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.”
The refreshed Smirnoff ICE packaging is now available nationwide, ready to set the tone for the season ahead.
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