In Brazil, Smirnoff Ice brought back its original flavor from the 1990s. The entire campaign was based on the lifestyle of that time: clothing, music and trends in general.

Alongside, the bum bag was making a huge comeback in the outfit of young people, becoming a common feature at Carnival (Brazil’s biggest street party)

Our challenge was to get into Brazilian Carnival, but on a much lower budget than the event’s official sponsors.

We took advantage of the fact that the bum bag is back in the outfit of young people, an increasingly common feature in Carnival costumes, and we created our own version of it

But this was not just a stylish bum bag with the brand logo on it. We reinvented the bum bag by tapping into a functionality that brought together consumers’ need and the product we wanted to sell: a Cooler Bum Bag, with a waterproof cooler that holds two Smirnoff Ice cans plus ice.

We created a product on a low budget, but with a lot of public appeal: a Cooler Bum Bag. Low budget was all the rage at this season of Brazilian Carnival, taking over social media and bringing significant volume never before seen by Smirnoff Ice.

Plus, the idea was to feature at street parties as consumers brought our logo across their chests as part of the festive outfit.

We gave a new meaning to the use of the bum bag at Carnival. To that end, we created a bum bag that in line with Smirnoff Ice’s communications. Colors, design, attitude. The Cooler Bum Bag is simple and can be easily spotted in the crowd. Its contrasting colors are readily spotted across the chest of those carrying it. We used several layers of insulating material to keep the Ice cans always cold, as well as a removable extra pocket so that the melted ice wouldn’t leak out. Production of the bum bags was non-industrial and involved a number of companies to reach the end result. The first batch was meant to figure out audience acceptance – which was immediate. The Cooler Bum Bags sold out in less than 24 hours.

Cooler Bum bags sold out in less than 24 hours.

A 2700% increase in the access to Smirnoff’s e-commerce.

More than 69 million impressions.