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 Rarri

Rarri’s journey began just before the pandemic, when she played her first set at Crayon’s, a Cape Town events company known for shaping the city’s cultural scene. It was there that she discovered the electrifying connection between music and audience, a force that would propel her into DJing and her mission to reshape the industry.

Before stepping behind the decks, she noticed the glaring absence of women on lineups. Determined to change that, she stepped up, driven by the belief that representation matters.

This passion for empowerment inspired her to found GSPT, a platform dedicated to breaking barriers and creating opportunities for women of colour in music and events. By providing access to equipment and industry knowledge, GSPT challenges old structures and opens new doors. For Rarri, every set and every initiative is about rewriting the story — making space for women to thrive and own their power on stage and beyond.