Smirnoff ICE isn’t calling this a rebrand or a relaunch, it’s a comeback. The iconic drink is stepping into main character energy with a bold new pack design that’s as unapologetic and refreshing as the taste inside. Think slick, sharp, and modern, made to stand out wherever the vibe takes you. From groove to a house party, a day at the beach, or a night in the city.

The new packaging is more than just a glow-up; it’s a statement. Smirnoff ICE is cutting through the noise with a vibrant, edgy look that reflects the brand’s DNA, proud, inclusive, and rooted in culture. It’s giving cool confidence, it’s giving bold attitude, and it’s giving our taste, our lifestyle.

To bring this story to life, Smirnoff ICE teamed up with some of the culture’s most conscious vibe shifters: EezyNkabi, Landa Willie, and Rarri. Each one represents a fresh energy in the streets, showing how the new pack naturally fits into their world — whether it’s pulling up to the crew, making moves in the city, or cooling off in style. The message is simple: nakanjani, it’s the same ICE with new drip.

The hero piece of this campaign blends fashion, culture, and lifestyle into a visual story that celebrates unity and self-expression, all under the unapologetic spirit of “We Do We.” Because when Smirnoff ICE shows up, it doesn’t just blend in, it takes center stage.

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Meet EezyNkabi

Bafana Mthembu, better known as EezyNkabi, is a fashion icon redefining style on his own terms. Known for fusing cultural aesthetics with a modern Nkabi edge, his influence cuts across streetwear, tradition, and contemporary fashion. He’s best loved for his popular “get ready with me” videos and his standout content series, Asqoke, which pays homage to South African subcultures with authenticity and flair.

Beyond his online presence, EezyNkabi is also a Creative Strategist at DNA Brand Architects, where his eye for culture and storytelling extends into brand strategy. Whether he’s curating campaigns, collaborating with brands, or showcasing his own unapologetically bold style, EezyNkabi is at the forefront of South Africa’s cultural and fashion conversation.

#WeDoWe #NewLookSameSmirnoffICE