Smirnoff Ice Teams Up with TikTok Star Brittany Broski for Halloween

Diageo’s US Smirnoff Ice brand has launched a Halloween-focused campaign in partnership with TikTok and social media star Brittany Broski. Broski, who gained fame as the “Kombucha Girl” in a 2019 viral TikTok, brings her “perfectly chaotic energy and undeniable charm” to the project. The collaboration spans digital content, limited-edition merchandise and an experiential event – an integrated strategy aimed at engaging younger RTD consumers during the key seasonal peak.

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Campaign Elements

The official launch coincided with the release of a Smirnoff Ice bottle costume – an adult-sized polyester onesie modeled by Broski. In social videos across Smirnoff’s and Broski’s channels, she appears in comedic sketches – for example, donning a “bodybuilder” outfit for a party scene, then revealing herself in the bottle costume to playfully promote Halloween celebrations. These fun, shareable reels leverage Broski’s flair for improv and visual humor. Later in October, Broski will host Smirnoff Ice’s first-ever Halloween “bash”, a live creator-and-celebrity event complete with spooky decorations and a costume contest judged by Broski herself. Limited-edition merch drops and original content series are also planned through year-end, reflecting Diageo’s intent to extend the partnership beyond October.

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Influencer Fit and Reach

Broski commands roughly 15 million followers across TikTok, Instagram and YouTube. Her audience skews Gen Z and younger millennials – ideal for a youthful malt beverage like Smirnoff Ice. Importantly, her personal brand of unfiltered, meme-friendly comedy aligns with Smirnoff Ice’s long-standing image as a fun, irreverent drink. As Smirnoff’s PR puts it, “she’s bringing that same spirit [of humor] to Smirnoff Ice, a brand that has spent decades embracing unapologetic fun and never taking itself too seriously”. The campaign gives Broski creative freedom – even including a quote where she laughs that Smirnoff “was totally down to get weird” as she scripted in a fake mustache and bald cap to her spots. This authenticity is crucial: modern consumers expect influencer collaborations to feel genuine, not scripted.

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Brand Strategy and Timing

Smirnoff Ice is a classic entry-level RTD (ready-to-drink) positioned as a party beverage. Tapping a pop-culture influencer for Halloween plays to the brand’s strengths. The timing aligns with a season when young adults are party-seeking, making Halloween a relevant hook. By extending the partnership “into the holidays” with further merch and content, Diageo ensures Smirnoff Ice stays top-of-mind through year-end festivities. This mirrors previous tactics: earlier in 2026, Smirnoff Ice ran a fan-vote flavor campaign with Love Island USA, engaging consumers in product decisions. Both efforts show the brand leveraging interactive, social-driven experiences (Broski’s comedic skits vs. fans voting on new flavors) to energize its target market.

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Comparative cases

Alcohol and beverage brands have increasingly embraced influencer and experiential marketing. For example, earlier this year Smirnoff Ice invited fans to vote on new flavors in a “Fan Edit” tied to Love Island USA, tapping reality-TV engagement to spark summer buzz. In hard seltzers and beers, brands like White Claw and Bud Light have similarly tested TikTok-led campaigns and creator partnerships to reach young drinkers. Conversely, premium spirits (e.g. vodka or tequila brands) often collaborate with lifestyle or entertainment influencers, showing that aligning influencer tone with brand image is vital. Smirnoff Ice’s Broski campaign follows this playbook: a lighthearted persona promoting a casual party drink, timed to a fun holiday.

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Metrics and Impact

While specific ROI figures are private, marketers can anticipate several benefits. Early media coverage and social buzz suggest high visibility: press outlets and trade newsletters immediately reported on the partnership. On social media, branded reels featuring Broski will likely draw millions of views and comments, given her combined follower base. The $9.99 costume (modestly priced) also serves as a marketing vehicle – a wearable ad that fans can share online, amplifying the campaign’s reach. Perhaps most importantly, allowing Broski creative control builds authenticity, likely boosting engagement rates (users tend to trust influencer-generated content more than traditional ads).

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Strategic takeaways for brands

For C-suite marketing leaders in alcohol, this case highlights several lessons:

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Align with the right voice

Choosing an influencer whose persona matches your brand ethos is critical. Broski’s comedic, carefree style suits Smirnoff Ice’s decades-long “party and fun” image. Similarly, any brand should vet influencers for genuine audience fit, not just follower count.

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Create interactive, shareable assets

Beyond sponsored posts, design campaign elements that fans can participate in or reuse – e.g. limited-edition merch (costumes, apparel) or social media filters. These can spark UGC (user-generated content) and free publicity.

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Leverage seasonal moments

Holidays or events (Halloween here) offer a thematic hook for campaigns. A time-limited tie-in creates urgency and relevance. Extending it into adjoining seasons (holiday parties, New Year’s) multiplies the impact over months.

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Host experiential events

A creator-hosted party or contest generates press and social content. Even if access is limited, livestreams or recaps can broaden audience. It also signals prestige and excitement around the brand.

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Plan and measure holistically

Track social metrics (views, shares, mentions) and web traffic closely, and link them to on-premise or retail sales uplift. Use promo codes or dedicated landing pages to quantify conversion. Also, incorporate long-term brand impact (improved favorability among young adults) into KPIs.

Overall, Smirnoff Ice’s Brittany Broski campaign exemplifies how alcohol brands can use influencer partnerships to inject energy into RTD marketing. By combining humor-driven content, themed merchandising and live experiences, Diageo is reinforcing Smirnoff Ice’s position as a fun, youth-oriented brand – and setting a template other RTD and spirits marketers can adapt.