Smirnoff ICE, one of South Africa’s most iconic ready-to-drink (RTD) beverages, has unveiled a striking new packaging design — a bold, modern look that reflects the energy, style, and togetherness of a generation that’s always connected, always creating, and always shaping culture.
More than just a design refresh, the new look is a cultural statement. It underscores Smirnoff ICE’s commitment to being at the centre of real, authentic moments where South Africans gather, celebrate, and create memories. The launch ties into Smirnoff’s “Nakanjani” campaign, which celebrates the unstoppable South African spirit — no matter what, the vibe goes on.
“At Smirnoff ICE, we’ve always been about more than the drink. It’s about connection, freshness, and reflecting the times,” says Atlegang Moloko, Diageo Head of Marketing RTD. “With this new pack, we wanted to capture the boldness of our consumers — those who are unapologetic, stylish, and confident in who they are. This 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 essence of our We Do We philosophy.”
Smirnoff ICE has long been part of unforgettable nights, spontaneous laughter, and epic adventures. This isn’t a rebrand — it’s a comeback, stepping forward with main character energy: bold, proud, and refreshingly unapologetic. The sleek new design is fresh and modern, cutting through the noise with a vibrant edge that makes it instantly recognisable whether at groove, a beach day, a house party, or a city night out.
The range continues to offer South Africans the flavours they love — Storm, Guarana, Spin, Berry Twist, and Pine Twist — available in 330ml, 440ml, and 660ml formats, catering to every occasion and lifestyle.
To amplify the refresh, Smirnoff ICE will roll out influencer collaborations, lifestyle partnerships, and dynamic media activations, ensuring the new look resonates across culture while staying accessible to every consumer.
“This is just the beginning. Heading into summer, Smirnoff ICE will bring to life moments that embody the Nakanjanispirit. We can’t wait to see consumers embrace the new look and make it part of their stories,” Moloko concludes.
The new Smirnoff ICE packaging is now available nationwide.
