Smirnoff ICE has proven once again that vibes don’t wait for payday. This Mampara Week, the brand stepped up to keep the culture moving during a time when the city usually slows down, transforming a quiet moment into a bold celebration of inclusive joy.

Smirnoff ICE’s first-ever Mampara Week activation lit up the House of YMZ at Cheeky’s Street Bar in Braamfontein with unapologetic fun, refreshing taste, and unstoppable energy. While many brands shy away from this slow period, Smirnoff ICE turned it into a movement, showing that the culture never pauses just because the calendar says so.

Mampara Week is more than a moment, it’s a cultural space Smirnoff ICE now owns. By activating when others don’t, the brand reaffirmed its place as the ultimate vibe-carrier: delivering boldness, refreshment, and the spirit of Nakanjani that keeps the scene alive, no matter the circumstance.

The new look Smirnoff ICE was at the center of the experience, perfectly matched to the crowd’s energy and spirit. From Young OGs to Nu Skool leaders, glow-getters to cultural frontrunners, Smirnoff ICE brought together the voices that keep South African culture moving forward. More than a once off moment, Smirnoff ICE celebrates these culture-shapers authentically, not just during Mampara Week, but every day, as part of an ongoing movement that fuels inclusive joy and keeps the vibes alive, Nakanjani.

“Mampara Week is more than just a moment on the calendar, it’s a cultural space where we can celebrate resilience, creativity, and joy,” says Ifeoma Agu, Head of Culture SWC. “At Smirnoff ICE, we see it as a chance to power inclusive joy and keep the culture moving, no matter what. Nakanjani, the vibes stay high.”

Smirnoff ICE also showed off its refreshed new packs with the same bold taste fans love, now wrapped in an even more vibrant and modern look designed for the next generation of vibe-shifters. The bold new design mirrors the inclusivity and energy of the culture Smirnoff ICE champions. Consumers are invited to grab the new pack and be part of the Mampara movement because no matter what, the vibes don’t stop.

With this activation, Smirnoff ICE made a powerful statement: the rand may rise or fall, but the vibes stay unshakable.