• by Steve Ellwanger , May 3, 2023

Flavored malt-beverage pioneer Smirnoff ICE is combining a redesign with nostalgia, advice-disseminating celebrities, and music events to celebrate its 24th anniversary this month.

Fronting the “ADV-ICE” initiative is comedian Trevor Noah, social media star LeJuan James, DIY home and lifestyle influencer Kayla Simone, and attorney and personal finance expert Erika Kullberg.

Their advice to consumers ranges from dating to work, DIY to hosting get-togethers.

In this Instagram post, Noah shows two women how to convert empty Smirnoff ICE bottles into flower vases—but he doesn’t come close to matching their creations.

In another of seven campaign spots, James listens to classic rock music that “takes me back.”

Noah disagrees: “Yeah, I don’t wanna go back. I can pay my rent now.”

Throughout the summer, the brand will tap into performances by nostalgic music groups that rose to prominence in the late 1990s and early 2000s, along with up-and-coming artists, by way of the Smirnoff ICE Relaunch Tour.

It’s an initiative involving a partnership with Live Nation in which Smirnoff ICE will be the official flavored malt beverage partner across 39 amphitheaters and seven music festivals.

The brand also has collaborations planned with Warner Music Experience and Billboard.

“More than two decades ago, Smirnoff ICE made history as one of the first flavored malt beverages and has been challenging the status quo ever since,” brand director Lisa Lee said in a news release.