Smirnoff ICE was losing traction as the #1 Ready-to-Drink, so we set out to change that with a new look and a humorous, refreshingly self-aware tone that captures the cool essence of ICE.

It's called ICE, but it's liquid. It defies all logic. Not a spirit, or a beer, or a seltzer. So what is it? Perhaps a riddle only your tastebuds will get.