SMIRNOFF ICE AND POP ICON TROYE SIVAN ARE UNWRAPPING A HOLIDAY SEASON THAT'S ANYTHING BUT SILENT

Rhea-AI Summary

Smirnoff ICE (NYSE: DEO) partnered with pop star Troye Sivan to launch a holiday campaign starting Dec 4, 2025 featuring a digital series, nationwide pop-up sampling events, and playful holiday gift boxes.

Key elements: a short digital film "Snowed in with Troye Sivan," limited ICONIC GIFT BOXES styled as surprises, pop-up samplings at select stores, and a consumer drop where 100 fans can win a holiday box by registering; giveaway runs 12/10–12/12 (U.S., 21+, void AK/HI/MD).

Product availability: Smirnoff ICE sold in 6-packs (11.2 oz) at $10.99 and 12-packs (11.2 oz) at $17.99; reminder to drink responsibly.

News Market Reaction

-2.79%

1 alert

-2.79% News Effect

On the day this news was published, DEO declined 2.79%, reflecting a moderate negative market reaction.

Data tracked by StockTitan Argus on the day of publication.

Key Figures

Consumer drop boxes: 100 fans 6-pack price: $10.99 12-pack price: $17.99 +5 more

8 metrics

Consumer drop boxes 100 fans Number of fans eligible to receive Smirnoff ICE holiday gift boxes

6-pack price $10.99 Suggested retail price for 6-pack of 11.2 oz Smirnoff ICE bottles

12-pack price $17.99 Suggested retail price for 12-pack of 11.2 oz Smirnoff ICE bottles

Bottle size 11.2 oz Package size for both 6-pack and 12-pack offerings

Giveaway start 12/10 12:00 p.m. ET Holiday box giveaway start time and date

Giveaway end 12/12 9:00 a.m. ET Holiday box giveaway end time and date or prize depletion

Eligibility age 21+ U.S. legal drinking age requirement for giveaway participation

Prize count First 100 registrants Number of giveaway winners subject to verification

Market Reality Check

Price: $99.08 Vol: Volume 1.62M is about 3% ...

normal vol

$99.08 Last Close

Volume Volume 1.62M is about 3% below the 20-day average, indicating typical trading activity pre-news. normal

Technical Trading about 11–12% below its $104.12 200-day MA and 30.4% below the 52-week high.

Peers on Argus

No peers flagged in the momentum scanner; DEO’s slight 0.33% gain pre-news refle...

No peers flagged in the momentum scanner; DEO’s slight 0.33% gain pre-news reflects stock-specific trading rather than a clear sector swing.

Historical Context

5 past events · Latest: Dec 02 (Positive)

Pattern 5 events

Date	Event	Sentiment	Move	Catalyst
Dec 02	Ketel One holiday campaign	Positive	-0.6%	Patrick Schwarzenegger-led Ketel One holiday and Sundance film festival campaign.
Nov 20	Smirnoff NFL campaign	Positive	+0.1%	Smirnoff’s renewed NFL sponsorship and expanded ‘We Do Game Days’ activations.
Nov 18	Guinness holiday collab	Positive	-1.9%	Guinness and Last Crumb premium holiday cookie and stout pairing launch.
Nov 18	Guinness cookie collection	Positive	-1.9%	Detailed launch of limited-edition Guinness cookie collection and activations.
Nov 18	Johnnie Walker campaign	Positive	-1.9%	Reboot of Johnnie Walker ‘Keep Walking’ global brand campaign and hero film.

Pattern Detected

Recent brand and campaign announcements have mostly been positive in tone, yet DEO’s 24-hour moves have more often been flat-to-negative, suggesting a tendency for muted or contrary price reactions to marketing news.

Recent Company History

Over the past few months, Diageo has focused heavily on brand-building campaigns across its portfolio. Guinness launched premium holiday cookie pairings and pop-up events, Johnnie Walker refreshed its iconic “Keep Walking” platform, and Ketel One and Smirnoff activated seasonal and NFL-linked promotions. Despite these upbeat initiatives, DEO’s 24-hour price reactions were mostly small and sometimes negative. Today’s Troye Sivan–Smirnoff ICE holiday collaboration continues this pattern of experience-driven marketing aimed at key seasonal occasions.

Regulatory & Risk Context

Short Interest: 0.07%

Short Interest

0.07%

0% 15% 30%+

low

Short interest at 0.07% of float and days to cover of 1.56 indicate limited positioning by short sellers, suggesting low risk of either a short squeeze or heavy short-driven pressure around news events.

Market Pulse Summary

This announcement highlights Diageo’s continued emphasis on experience-driven marketing, pairing Smi...

Analysis

This announcement highlights Diageo’s continued emphasis on experience-driven marketing, pairing Smirnoff ICE with pop icon Troye Sivan and holiday-themed gift boxes and pop-ups. It follows recent seasonal pushes across Ketel One, Guinness and Johnnie Walker, suggesting a broad portfolio strategy around the holidays. With DEO trading about 30% below its 52-week high and roughly 11–12% under its 200-day MA, investors may watch how such campaigns connect to volumes, brand equity, and metrics outlined in Diageo’s latest $20.2bn net sales report.

Key Terms

suggested retail price, NO PURCHASE NECESSARY, subject to verification, Official Rules, +2 more

6 terms

suggested retail price financial

"Smirnoff ICE is available now in 6-packs of 11.2 oz bottles with a suggested retail price of $10.99"

The suggested retail price is the official price recommended by a manufacturer or producer for selling a product to consumers. It serves as a benchmark for stores and buyers, helping to ensure consistency across different sellers. For investors, it provides insight into how a product is positioned in the market and can influence sales strategies and profitability.

NO PURCHASE NECESSARY regulatory

"NO PURCHASE NECESSARY. U.S., 21+. Void in AK, HI, MD & where prohibited."

"No purchase necessary" means that you do not need to buy anything or spend money to participate in a contest, promotion, or offer. It ensures that anyone interested can join without making a purchase, which helps protect against claims of unfair advantage. For investors, it highlights that participation is open to all, regardless of spending, maintaining fairness and transparency in promotional activities.

subject to verification regulatory

"The first 100 persons who register via link in Giveaway email will win the holiday box prize, subject to verification."

"Subject to verification" means that the information provided is not yet confirmed and may change after further checking. For investors, this signals that the details are preliminary and should be treated cautiously until they are officially verified, similar to a receipt that hasn't been finalized. It highlights the need to wait for confirmation before making decisions based on the information.

Official Rules regulatory

"Subject to Official Rules at URL."

Official rules are the formal guidelines and procedures established by authorities or governing bodies that specify how a system, process, or activity should be conducted. They set the standard for fair and consistent behavior, ensuring everyone understands what is allowed and what is not. For investors, official rules provide a clear framework that helps prevent unfair practices and promotes transparency in markets.

giveaway regulatory

"Giveaway starts 12/10 on/about 12:00 p.m. ET & ends 12/12 at 9:00 a.m. ET"

A giveaway is a situation where a company or individual distributes something of value, such as money, products, or promotions, often at no cost or with little expectation of return. For investors, giveaways can signal strategic efforts to attract attention or build goodwill, but they may also raise questions about the company's financial health or intentions. Understanding giveaways helps investors assess whether they represent genuine value or potential risks.

sweepstakes regulatory

"The first 100 persons who register via link in Giveaway email will win the holiday box prize"

A sweepstakes is a promotional contest where participants enter for a chance to win prizes, often by submitting their contact information or completing simple tasks. Unlike lotteries, they usually do not require a purchase to participate. For investors, sweepstakes can impact a company's reputation or marketing expenses, but they typically do not directly influence financial performance or stock value.

AI-generated analysis. Not financial advice.

The OG of flavor is rolling out fresh content with the pop star, plus spirited pop-ups and holiday-ready gift boxes with a twist to help friends celebrate from the first ugly sweater party to the last group selfie

NEW YORK, Dec. 4, 2025 /PRNewswire/ -- Smirnoff ICE and Troye Sivan are remixing the holidays — less tradition, more vibes. From a new digital series, deviously fun gift sets, and pop-up samplings across the country, Smirnoff ICE is making one thing clear: holidays hit differently when you actually enjoy them.

Experience the full interactive Multichannel News Release here: https://www.multivu.com/smirnoff-ice/9370651-en-smirnoff-ice-troye-sivan-holiday-season-partnership

The holiday chaos kicked off leading into Thanksgiving and isn't slowing down: Snowed in with Troye Sivan features the singer in his studio trying to write the next holiday anthem - until a blizzard traps him and his friends, and everything takes a turn. Expect spontaneous jam sessions, some surprise gift giving, and a delivery driver who doubles as paparazzi – all on @Smirnoff on Instagram.

"I love how Smirnoff ICE always finds the fun in everything - it's what makes this partnership such a blast," said Sivan. "Everyone's holiday season has its twists, and that's the magic of it. We just wanted to lean into that."

The fun doesn't stop when the snow melts — Smirnoff ICE is adding a few festive surprises to the mix this season to keep the holiday spirit going:

• ICONIC GIFT BOXES – Looks like a hair dryer, but nope. Inside? Just enough room for a Smirnoff ICE to wow your party host or crush it at your White Elephant exchange.
• SAMPLING EVENTS – Pop-ups are hitting select stores across the country, featuring the gift boxes and some of the best-tasting Smirnoff ICE flavors.
• CONSUMER DROP – 100 lucky fans can snag their own boxes. Sign up to get the scoop on this exclusive drop.**

"This season is all about good vibes, big laughs, and making festive moments count. Whether it's the holiday hits that never get old or the surprises that spark new memories," said Fergus McCarthy, Director of Smirnoff ICE. "Troye Sivan just gets it, delivering the exact holiday chaos you want to be part of. That energy carries through everything else we're doing, from sampling events to our not-what-they-seem gift boxes, with Smirnoff ICE adding that little touch of mischief to the holidays."

Smirnoff ICE is available now in 6-packs of 11.2 oz bottles with a suggested retail price of $10.99 and in 12-packs of 11.2 oz bottles with a suggested retail price of $17.99. Whether you're showing up for Friendsgiving or you end up hosting the White Elephant (again) Smirnoff ICE is your perfect plus-one for the holidays.

However your holiday plans take shape – decked out, snowed in, or still figuring it out – please remember to always drink responsibly.

**The first 100 persons who register via link in Giveaway email will win the holiday box prize, subject to verification. NO PURCHASE NECESSARY.  U.S., 21+. Void in AK, HI, MD & where prohibited. Giveaway starts 12/10 on/about 12:00 p.m. ET & ends 12/12 at 9:00 a.m. ET, subject to depletion of prizes. Must first opt-in to receive Giveaway email from Sponsor by 12/5. Holiday box is empty & does NOT include alcohol. Receipt of prize by 12/24 NOT guaranteed.  Any remaining prizes as of end date will not be awarded. Subject to Official Rules at URL. Sponsor: Diageo Beer Company USA, New York, NY  

About SMIRNOFF
Smirnoff has been giving the people what they want since 1864, revolutionizing drinking culture across generations: from inventing the Mule and reimagining the vodka martini to creating a cultural mainstay that defines the flavored malt beverage category with the launch of Smirnoff Ice, known for flavors since 1999.

Because the brand is dedicated to the people and their evolving taste preferences, Smirnoff has an option for everyone along with a dedicated history of adding fun to any occasion while keeping diversity and inclusion at the forefront. Truly showing the power of socializing when everyone (21+) is invited to celebrate.

The Smirnoff portfolio offers a variety of options for adults across vodka and flavored malt beverages. Current offerings include foundations in Smirnoff No. 21 Vodka and Smirnoff Ice, a line of flavors in North America and ready-to-serve flavored malt beverages including Smirnoff Seltzer and Smirnoff Ice Smash. From culturally relevant limited editions to new innovations and zero sugar offerings, Smirnoff has always been known for quality and affordability, and prides itself on giving the people what they want.

About Diageo North America
Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer categories. These brands include Johnnie Walker, Crown Royal, J&B and Buchanan's whiskies, Smirnoff and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Diageo is a global company, and our products are sold in nearly 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO).

For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com for information, initiatives, and ways to share best practice.

Celebrating life, every day, everywhere.

MEDIA CONTACTS:
Nicole Anastasi
DIAGEO
nicole.anastasi@diageo.com

TAYLOR
Smirnoff@taylorstrategy.com

 

 

 

 

 

View original content:https://www.prnewswire.com/news-releases/smirnoff-ice-and-pop-icon-troye-sivan-are-unwrapping-a-holiday-season-thats-anything-but-silent-302633368.html

SOURCE Smirnoff ICE

FAQ

What is the Smirnoff ICE and Troye Sivan holiday campaign announced Dec 4, 2025 (DEO)?

A multi-part holiday campaign including a digital series "Snowed in with Troye Sivan," pop-up sampling events, and limited ICONIC GIFT BOXES.

How can fans enter the Smirnoff ICE holiday box giveaway for DEO and when does it run?

Fans must opt in to receive the giveaway email and register; the giveaway starts 12/10 about 12:00 p.m. ET and ends 12/12 at 9:00 a.m. ET, subject to depletion and verification.

What are the eligibility rules for the Smirnoff ICE holiday box giveaway (DEO)?

U.S. residents 21+, void in AK, HI, MD and where prohibited; holiday box is empty and does not include alcohol; official rules apply.

Where will Smirnoff ICE pop-up sampling events be held for the Dec 2025 campaign (DEO)?

Sampling pop-ups will hit select stores across the country featuring gift boxes and Smirnoff ICE flavors.

What Smirnoff ICE pack sizes and suggested retail prices are listed in the Dec 4, 2025 release (DEO)?

Smirnoff ICE is available in 6-packs of 11.2 oz bottles at a suggested retail price of $10.99 and 12-packs of 11.2 oz bottles at $17.99.

How can investors or consumers watch the Smirnoff ICE and Troye Sivan digital series (DEO)?

The campaign content, including the digital series, is promoted on Smirnoff social channels such as @Smirnoff on Instagram.