Smirnoff ICE needed a cohesive summer campaign to showcase three product lines, each with very different selling points—like Smirnoff Spiked Sparkling Seltzer, which is gluten-free and low-calorie, or Smirnoff ICE Spiked, which has a higher alcohol content and comes in a larger can.

So we told relatable stories about exactly how to enjoy each type of Smirnoff ICE. The campaign lead to a four year sales high. 😎