Smirnoff Ice Reinvents to Recruit and Retain

Dear Client: After being in the market for a near quarter of a century, Smirnoff Ice has found itself in an enviable yet challenging position of retaining the consumer base it has built over this span while recruiting new ones. To do both, Diageo brass has decided to "reinvent" the brand, which some consider among the very first RTDs. Indeed, the brand shared with BBD yesterday that it’s going through a “reinvention” to help bridge the gap between consumers it