What could an 87-year-young great-grandmother, a deaf dance instructor, and the Smirnoff ICE brand have in common?
They are determined to showcase how the world can become more inclusive through the platforms of dance and music with the launch of its Smirnoff ICE Electric Flavours line and the ‘Keep It Moving’ campaign.
Stemming from festival insights that adult music fans often have to choose between the dance floor and a beverage, Smirnoff ICE introduces its new line of flavoured malt beverages (FMB) Smirnoff ICE Electric Flavours meant for fun, high-energy occasions. This new beverage option is non-carbonated so it will not weigh consumers down and packaged in a re-sealable plastic bottle so that consumers won’t have to make the choice between flavour and fun.
To launch the product, Smirnoff ICE has created the Keep it Moving campaign that shines a light on two inspirational movers: 87-year-old Instagram sensation and festival lover, Baddie Winkle, and London-based deaf dance instructor, Chris Fonseca.
Baddie truly embodies what it means to be part of the ageless, inclusive electronic music community by being an avid festival goer who is always the star of the dance floor.
“Life’s too short to stop having fun and dancing. I don’t let anything in my life slow me down,” said Smirnoff ICE mover Baddie Winkle. “I break it down on the dance floor when I go to electronic music festivals, so Smirnoff ICE Electric Flavours let me get my dance on without spilling a drop.”
Fonseca doesn’t let his hearing disability stop him from keeping the beat and demonstrates that you don’t need to be able to hear the music to Keep it Moving on the dance floor.
“My life is centred around dancing and helping others like me learn how they too can keep moving despite not being able to hear,” said Smirnoff ICE mover Chris Fonseca. “My passion in life is to inspire and teach others in the deaf community to dance by feeling the music so that everyone can be included on the dance floor, no matter what. Being part of this campaign with Smirnoff ICE allows me to reach and inspire even more people than I ever thought possible.”
Kicking off in New York City, Fonseca will be going on tour across the US with Smirnoff Ice, as part of its Electric Flavours launch, to help fulfil his dream of encouraging others to Keep it Moving. On each stop, Chris will share his talent and teach adult deaf community members how to dance using the same techniques that helped him.
“Smirnoff ICE Electric Flavours are unlike any other FMB product out there right now, and we are using the Keep it Moving campaign to bring all of the different product attributes to life,” said Heather Boyd, Brand Director of Flavoured Malt Beverages Diageo-Guinness USA.
“We uncovered that what adult millennials wanted was a product that wouldn’t slow them down both in how the product tasted and in how it was packaged. The Keep it Moving campaign was designed to show off the new product attributes by further celebrating inclusivity with a particular focus on dance as the ultimate platform where everybody can be included.”
The new product is offered in two vibrant flavours: Smirnoff ICE Electric Berry and Smirnoff ICE Electric Mandarin. Adult consumer trends, especially among adult millennials, show that they are looking for non-carbonated beverages with a mildly sweet taste.
In response, Smirnoff ICE Electric Flavours are made with natural flavours, natural sweeteners and a hint of coconut water essence to enhance the flavour. The new product is now available US-wide with a manufacturer’s recommended retail price of $8.99 for a 4-pack of 16oz bottles.
The Keep it Moving creative featuring Baddie Winkle and Chris Fonseca will run across broadcast, social and digital platforms.
Whether it’s a small celebration with friends or dancing at the main stage of an international music festival, Smirnoff ICE reminds you to always celebrate good times responsibly. To remind consumers to Keep it Moving responsibly, Smirnoff ICE also will release a second ad spot starring Baddie Winkle to coincide with the campaign launch. In the :15 spot, Baddie shares her secret to staying young: she paces herself by drinking water so she can dance longer.
In addition, the Smirnoff ICE Electric Flavours packaging clearly communicates the fact that these drinks contain alcohol and are only for adults 21 and older. By creating this new style of FMB with crystal clear call-outs as to alcohol content on the package, the brand hopes to set the standard for future entrants into the segment.