Smirnoff Ice - "Bum Bag Cooler"

CP+B Sao Paulo, Brazil

12560

Brand: Smirnoff Ice
Country: Brazil

Advertiser: Diageo

Title	Bum Bag Cooler
Agency	CP+B
Campaign	Bum Bag Cooler
Advertiser	Diageo
Brand	Smirnoff Ice
Date of First Broadcast/Publication	2019 / 4
Business Sector	Spirits, Fortified Wines
Philosophy	Bum Bags have long featured in the outfit of Brazilian revelers during Carnival. Smirnoff Ice is launching a perfect model for those partying on the streets: the Bum Bag Cooler This dream product comes with an insulated pouch that fits two Ice cans plus ice. A fashion icon of the 1990s, Bum Bags are back. Redesigned for international runways, they are now a streetwear hit. Smirnoff Ice, from Diageo brand, global leader company in premium alcoholic beverages, has adoped that trend for its new positioning. Created by CP+B Brazil, the concept “The new trend you already know” is the basis of the brand’s entire communications strategy, which includes the release of new packaging and the new formula with the original flavor. The campaign brings fashion and lifestyle elements of the 1990, the same decade that saw the emergence of Ice – all of which considered a trend, even to this day. “The Smirnoff Ice product was born in the 90s and has remained in vogue to this day. Carnival season is key to the brand, and it’s only natural that we’d make a statement by bringing out another innovation,” explains João Matos, Head of Marketing for Diageo in Brazil. The limited-edition accessory can be purchased at The Bar (www.thebar.com), Diageo’s e-commerce platform, and at selected points of sale. The Bum Bag Cooler will also reach out to revelers through several Carnival activations – at “blocos” (street parties), private events, as well as to influencers, as part of Diageo’s digital marketing initiative.
Media Type	Collectible Design
Length	9 seconds
Chief Creative Officer	André Kassu
Chief Creative Officer	Marcos Medeiros
Creative Director	Marcelo Rizerio
Creative Director	Rodrigo Visconti
Creative Team	Renato Simon
Creative Team	Renan Valadare
Graphic Producer	Robson Ciaramicoli
Graphic Producer	Márcio Santos
Graphic Producer	Leonardo Fioravante
Bag Production	Absolutamente Necessaire
RTVC	Ana Casagrande
RTVC	Valeria Andrighetti
Photographer	Silvio Medeiros
Photographer Assistant	Laura Barreto
Public Relations	Débora Bacaltchuk
Costume	Larissa Azevedo
Hair and Makeup	Sulamita Pereira
Special Effects / VFX	Lobo
Casting Agency	As Procuradoras
Casting	Fabi Varela
Planning Team	Mahira Oliveira
Planning Team	Annahy Laira
Planning Team	Edson Júnior
Account Director	Renata Wirthmann
Account Director	Milena Braune
Account Director	Tamyris Ferreira
Account Director	Isabella Garcia
Media Team	Tiago Santos
Media Team	Tatiana Arata
Media Team	Ailton Cesar
Media Team	Pedro Henrique Dias
Media Team	Fabiana Melo
Media Team	Barbara de Oliveira
Approval Client	João Matos
Approval Client	Felipe de la Rosa
Approval Client	Emily Tsuji
Approval Client	Helena Camargo