Smirnoff Ice lets Love Island fans pick new flavours
As Love Island USA returns for season eight, the Diageo-owned brand is tapping into reality TV fandom by putting its next flavour launch in consumers’ hands.
Smirnoff Ice has teamed up with Love Island USA as the reality show’s official malt beverage partner, launching a new campaign that lets fans vote on which flavours should feature in the brand’s next variety pack.
Called The Fan Edit, the campaign will run from 22 May to 22 July, with consumers aged 21 and over able to vote for their preferred flavours at SmirnoffIceFanEdit.com.
Fans take control
The campaign ties into the return of Love Island USA for its eighth season, which premieres on 2 June on Peacock. Smirnoff Ice said the initiative is designed to tap into the audience participation that has become central to the programme’s success.
Eight new flavours are in contention, including Watermelon Limeade and Strawberry Swirl, with four ultimately selected for the final pack.
Fergus McCarthy, director of Smirnoff Ice, said: “Love Island USA fans know the power of a vote – it can shake things up and send someone packing.
“The Fan Edit brings that same energy to the cooler, giving fans the chance to decide which new flavour bombshells make it into our new variety pack.”
Partner Content
Consumers who take part in the vote can also enter The Fan Edit Sweepstakes for the chance to win a trip for two to New York City to attend a taping of Watch What Happens Live with Andy Cohen. More than 100 fans will also have the chance to win limited-edition co-branded Love Island USA and Smirnoff Ice merchandise packs.
Summer push for Smirnoff Ice
Alongside the voting campaign, Smirnoff Ice is also promoting two seasonal variety packs: the new Smirnoff Ice Icy Island and Smirnoff Ice Sunny Days, the latter featuring flavours including Orange Cream Pop.
The brand has enlisted former Love Island USA contestants Jeremiah Brown, Iris Kendall and Nic Vansteenberghe as part of the summer activation.
Brown said: “There’s so much more to Love Island USA than just watching the show. It’s the reactions, the group chats and the memes that everyone has fun with along the way.
“That’s what makes this partnership with Smirnoff Ice so fun. It brings that same energy and takes it IRL.”
As part of the partnership, Smirnoff Ice said fans can expect pop-ups, merchandise and branded content featuring Brown and Kendall, themed around the show’s villa culture.
Smirnoff Ice, first launched in 1999, said the campaign reflects its continued focus on flavour innovation and consumer engagement within the flavoured malt beverage category.
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