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.

Meet Landa Willie

Landa Willie thrives on street style, crafting looks that embody both personal identity and cultural expression. Her fashion journey is deeply tied to personality and queer identity, balancing a feminine exterior with a masculine interior through pieces that reflect duality. For Landa, fashion is not just about aesthetics, it’s about meaning, memory, and self-expression.

Currently in the process of rebuilding and redefining her wardrobe, Landa is focused on finding pieces that feel intentional. Ones that resonate with her personality, connect with her younger self, and create space for growth. Her style philosophy leans into layering, colour, texture, and dimension, with a love for garments that reveal more the closer you look. For Landa, it’s all about details beyond the surface, a constant play of duality, and clothing that empowers selfhood.