Smirnoff Ice used a four-week out-of-home campaign at The Grove to build anticipation for the launch of its beverage in a new aluminum can. The strategy followed the style of a major technology-product announcement, using cryptic messaging and digital countdowns to keep shoppers guessing about what would be revealed on May 20. Digital media, static backlit displays, wallscapes, Liveboards, and a digital wall created repeated exposure among a premium audience in a high-dwell retail environment. After two weeks of teaser messaging, the campaign revealed that Smirnoff Ice would now be sold in cans alongside its familiar glass bottles. The activation used 18 static backlits and wallscapes, 10 Liveboards, and one digital wall, reaching an estimated 1.5 million consumers while generating curiosi

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