Smirnoff ICE Celebrates Its Relaunch With Star-Studded Summer Tour

Smirnoff ICE proves classics by no means fade, they solely get higher this summer season with a contemporary redesign, a celeb-studded nationwide marketing campaign, and a extremely anticipated music tour, that’s hitting cities all around the nation this summer season.

Regardless of the beverage’s contemporary new design, the Smirnoff ICE Relaunch Tour will lean closely into nostalgia, based on the model’s press launch: “All summer season lengthy, Smirnoff ICE will shock followers with new experiences and performances by probably the most epic music artists – from mainstay legends to the most popular newcomers on the scene, merging fashionable nostalgia in a daring one-two punch. “

Hosted by Nicky Hilton, the tour kicked off at New York Metropolis’s Webster Corridor in Could and featured performances from T-Ache, Shaggy, and DJ Moma.

Along with the tour, Smirnoff launched a collection of seven TV spots that includes celeb companion Trevor Noah, who seem alongside influencers and specialists — together with favorites LeJuan James, Kayla Simone, and Erika Kullberg –– to ship invaluable “adv-ICE” to viewers.

“Smirnoff ICE is out to show its iconic standing solely will get stronger with time,” Noah stated through press launch. “Earlier than there was seltzer there was Smirnoff ICE and this traditional has by no means seemed higher with the identical nice taste.”

Smirnoff ICE has additionally partnered with Reside Nation, making it the “official flavored malt beverage companion throughout 39 amphitheaters and 7 iconic festivals.”

Model Director Lisa Lee commented on Smirnoff’s long-standing influence, in addition to the choice to revamp the enduring beverage line, saying, “Greater than twenty years in the past, Smirnoff ICE made historical past as one of many first flavored malt drinks and has been difficult the established order ever since. Now, 23 years later, we glance higher than ever with the identical nice style individuals know and love. Add the joy of recent partnerships with Reside Nation, Warner Music Expertise and Billboard to have interaction with our followers like by no means earlier than, and we’ve received rather a lot to rejoice.”

Hold tabs on @Smirnoff all summer season lengthy by following them on Instagram.