Smirnoff Promises Flavors, Fun, And Funds With New ‘Sunsurance’ Campaign

Smirnoff ICE is kicking off summer with a bold and flavorful new campaign that guarantees sunshine vibes, no matter what the weather says.

Just in time for the summer solstice, the brand has launched "Sunsurance," a playful new initiative that will reward fans with up to $200,000 in payouts throughout the season.

The promotion celebrates the debut of the Smirnoff ICE Sunny Days Variety Pack, a nostalgic collection of frozen treat-inspired flavors designed to channel the carefree energy of summers past.

To help bring the campaign to life, Smirnoff ICE has teamed up with content creator and comedian Boman Martinez-Reid, who’s delivering laugh-out-loud “forecast” segments across local news channels in both sunny and not-so-sunny cities.

Instead of gloomy skies and unexpected rain showers, Martinez-Reid promises flavorful fun, tasty treats, and rays for days. And for those still worried about the clouds, there’s "Sunsurance," a.k.a. cold hard cash to brighten up your plans.

Fans 21 and over can score $20 in Venmo credit through Sunsurance by following two simple steps: turn on post notifications for @Smirnoff on Instagram, and when the alert drops, text “SUNSURANCE” to 24272. The first 2,000 participants will receive cash to use however they like, whether it’s stocking up on snacks, grabbing their favorite Smirnoff drinks, or planning the ultimate sunny-day hang.

The campaign, which was sent in an email to The Blast, is anchored by the release of the Smirnoff ICE Sunny Days Variety Pack, which features four refreshing, award-winning flavors perfect for beach trips, backyard BBQs, or just chilling with friends:

• Cosmic Snowcone: A blast of red berries and citrus flavor
• Lemon Shaved Ice: Bright and zesty lemon with a citrus twist
• Orange Cream Pop: A nostalgic nod to orange soda with a creamy finish
• Red, White & Berry: A bold burst of cherry, citrus, and blue raspberry

Available now in 12-packs of 12-ounce cans for a suggested retail price of $17.99, the Sunny Days pack is quickly becoming a must-have for summer celebrations.

“There’s nothing more disappointing than gearing up for a perfect summer day only to have the weather ruin your plans,” Hannah Todd, Director at Smirnoff ICE, said in the press release, sent to The Blast. “We figured everyone could use a little ‘Sunsurance’ – a fun way to keep the summer vibes high, no matter the forecast. So whether you’re sipping on Sunny Days or an original Smirnoff ICE, we’re serving up those throwback flavors and summertime vibes people crave.”

Behind the scenes of the Smirnoff ICE “Sunsurance” campaign, the content creator and comedian brought his signature flair and sense of humor to the green screen set.

In one playful shot, Boman sports a business suit jacket and tie-up top, complete with tropical print swim trunks and flip-flops below, as he strikes a confident pose while holding the new Sunny Days Variety Pack. It’s the perfect visual metaphor for the campaign’s sunny vibes-meets-serious flavor energy.

In another behind-the-scenes moment from Smirnoff ICE’s “Sunsurance” campaign, Boman is seen flashing his signature smile while holding a can of the Cosmic Snowcone flavor from the new Sunny Days Variety Pack.

Dressed in a laid-back peach button-up, white tee, and vibrant tropical shorts, Boman radiates summertime energy as he jokes with the crew between takes.

In a third image, Boman looks effortlessly cool and casual in a branded tee and jeans, flashing a bright smile while holding a can of Lemon Shaved Ice.

Britt Nolan, chief creative officer, McCann World Group North America, explained, “When we looked back at 25 years of Smirnoff Ice, one thing was clear. Its refreshingly self-aware, playful tone has always set it apart. We wanted to find an idea that honoured the essence of the brand while moving it forward. And that’s when we made a mind-blowing discovery. Smirnoff Ice isn’t actually ice at all; it’s a liquid. This absurd contradiction hiding in plain sight became the voice of our campaign.”

The fun, lighthearted spirit of the campaign reinforces Smirnoff ICE’s mission to keep the summer vibes going strong, no matter what the forecast says.