smirnoff ice electric — product launch
With ever-changing flavored malt beverages (FMBs) hitting the market and a crowded beer category, Mosaic Shopper needed to launch a new, innovative FMB at retail with a program that created distributor and retailer excitement and broke through the retail clutter. Leveraging the Smirnoff Ice “#KeepItMoving” global platform, we created retail excitement and consumer awareness with a program that spoke to Millennials utilizing their preferred communication tool (smart phones). Through a partnership with Shazam (120 million monthly active users), Smirnoff Ice invited consumers to interact with the brand and offered the following branded experience: exclusive video content, EDM music track downloads, Uber ride discounts and a chance to win a prize package to the Nocturnal Wonderland EDM festival.
