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523 Sylvan Ave, 5th Floor Mountain View, CA 94041USA

+1 234 719 8948

+1 987 654 3210

support@marketum.com

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Mister Ice: Smirnoff’s Digital Bouncer

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Marketing

4 janvier 2022 Danielle

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Mister Ice: Smirnoff’s Digital Bouncer – A Case Study

Meet Mister Ice: Smirnoff’s Digital Bouncer Bringing the Party to You:

Client: Smirnoff Ice
Objective: Create a campaign to connect with younger audiences, increase engagement, and reinforce the brand’s association with nightlife and fun. The Challenge: Keeping the Party Alive: Smirnoff Ice is already a global leader in the ready-to-drink category, known for its refreshing taste and party-perfect vibe. But in a world where younger audiences are bombarded with endless options, how does the brand stay exciting and relatable? Smirnoff needed a campaign that not only resonated with their fun-loving audience but also redefined how the brand connects with them—directly and personally.

The Solution: Meet Mister Ice Smirnoff Ice introduced Mister Ice, a playful and approachable digital persona acting as the brand’s bouncer. The campaign’s concept was inspired by the experience of convincing a real-life bouncer to grant access to an exclusive party. By bringing this idea to life digitally, Smirnoff created a unique, interactive way for consumers to engage with the brand. Key Campaign Features: WhatsApp Integration: A WhatsApp number was created for Mister Ice, offering a direct and personal way for consumers to interact with the brand. Whether it was to ask questions, get updates, or share fun exchanges, Mister Ice acted as the gatekeeper to the Smirnoff party experience. Ibiza-Themed Branding: The campaign was tied to the glamorous nightlife of Ibiza, positioning Smirnoff Ice as a ticket to that aspirational lifestyle. The tagline, “Ibiza in the City,” brought the allure of the iconic party destination to urban environments, enhancing the campaign’s aspirational appeal. Interactive Messaging: Mister Ice was not just a passive chatbot but an engaging digital character, adding humor, personality, and exclusivity to every interaction.

Danielle Ibohn

Why It Worked: Simple, Fun, and Relatable

Interactive and Personal: Mister Ice wasn’t just a gimmick—he gave people a reason to engage. From answering questions to sharing event invites, he brought the brand to life in a way that felt human and fun.

Seamless Technology Integration: By using WhatsApp, Smirnoff tapped into a platform that people already use daily. The ease of access removed any barriers to participation, making it feel natural and exciting.

Aspirational Yet Accessible: Tying the campaign to Ibiza gave the brand an aspirational edge, but Mister Ice made it feel inclusive and within reach—like everyone had a chance to be part of the party.

Viral Potential: Who wouldn’t want to share the story of a bouncer they texted for party access? The concept was fun, shareable, and perfectly aligned with Smirnoff’s youthful, social audience.