Designed and produced by CP+B Brazil, this surprising product innovates by giving a new purpose to a hyped fashion accessory
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.
CREDITS
Title: Bum Bag Cooler
Advertising Agency: CP+B
Client: Diageo
Product: Smirnoff Ice
Chief Creative Officers: André Kassu and Marcos Medeiros.
Creative Directors: Marcelo Rizério and Rodrigo Visconti.
Creatives: Renato Simon and Renan Valadares
Graphic Producer: Robson Ciaramicoli, Marcio Santos and Leonardo Fioravante
Belt Bag Production: Absolutamente Necessaire
RTVC: Ana Casagrande and Valeria Andrighetti
Photographer: Silvio Medeiros
Photography Assistant: Laura Barreto
PR: Débora Bacaltchuk
Costume Designer: Larissa Azevedo
Make-up & Hair Artist: Sulamita Pereira
Special Effects: Lobo
Casting Direction: As Procuradoras (Fabi Varela)
Planning: Mahira Oliveira, Annahy Laira and Edson Junior
Account Directors: Renata Wirthmann, Milena Braune, Tamyris Ferreira and Isabella Garcia
Media: Tiago Santos, Tatiana Arata, Ailton Cesar, Pedro Henrique Dias, Fabiana Melo and Barbara de Oliveira.
Approval: João Matos, Felipe de la Rosa, Emily Tsuji and Helena Camargo
