The drinks giant is acting on consumer feedback and changing the taste of the Smirnoff Black Ice variant to make it less sweet in a bid to set it apart from other fruit-based RTDs and increase its appeal among male consumers.
The taste profile of the original Smirnoff Ice will not change, although both flavours will benefit from a makeover.
Labels have been changed to resemble the parent vodka brand, which took on a new image last year, and a picture of an eagle has been added to give Smirnoff Ice a brand icon.
A total spend of £15m will be
pumped into the brand this year with £7m of that earmarked for the redesign.
Other plans include trade and consumer sampling, press ads and a new set of television advertisements which are breaking next month.
Paul Flanagan, Diageo’s commercial PR manager, said the level of support would convince buyers that RTDs were still a safe bet.
He said: “It’s about raising confidence and showing that we are serious about the category - we wouldn’t be investing this kind of money if we weren’t.”