Smirnoff Ice Double Black: Black Ice
NASCAR Experiential Shopper Marketing Co-Promotion________________________
Concept, Creative Direction, Art Direction by Ted Johnston
Smirnoff Ice Double Black, the new flavored malt beverage built for speed teamed up with NASCAR to deliver some high octane refreshment to race fans, appropriately dubbed Black Ice.
To ensure victory in retail environments, specially-outfitted Pit Crew sampler teams were dispatched to Off-Premise locations nationwide to drive the new flavor home to consumers.
But the agency didn’t just rely on NASCAR’s coolness factor to draw in the fans. That would be too risky. To guarantee that race fanatics came running, custom-made impact wrenches was built that doubled as bottle openers, perfectly recreating that race tire remover sound made famous by pit crews everywhere!
Additionally, the Black Ice concept also played an important role in connecting the Smirnoff Ice brand with the NASCAR lifestyle while simultaneously reminding consumers to drive responsibly.
To ensure victory in retail environments, specially-outfitted Pit Crew sampler teams were dispatched to Off-Premise locations nationwide to drive the new flavor home to consumers.
But the agency didn’t just rely on NASCAR’s coolness factor to draw in the fans. That would be too risky. To guarantee that race fanatics came running, custom-made impact wrenches was built that doubled as bottle openers, perfectly recreating that race tire remover sound made famous by pit crews everywhere!
Additionally, the Black Ice concept also played an important role in connecting the Smirnoff Ice brand with the NASCAR lifestyle while simultaneously reminding consumers to drive responsibly.