As you might know, we’re not only about showing you serious campaigns—be it the use of Instagram to show youth the hardships of Holocaust, or removing the stigma around opioid consumption with HopeStems—or design ones, like the beautiful packaging from OFFBlak tea. We do love a bit of fun… and fashion! So, if you’re a fan of these two as well, definitely check Kodak’s resurrection of the 90s look here! Yes, today won’t be any different. Mostly, because we’re certain that you remember this unmissable part of the classic 90s clothing – the bum bag (or fanny pack in the US).

A fashion icon of the 1990s, the small fabric pouch has made its way back into the popular fashion item wardrobe yet again. Redesigned for international runways, the fanny pack is now a streetwear hit. Especially in Brazil, where bum bags have long featured in the outfit of the not-only-local revellers during the world-famous Carnival.

Smirnoff Ice, which is a part of the Diageo brand—a global leader in the production of premium alcoholic beverages—has decided to adopt this pouch trend for its new positioning. So, while created in Russia in 1860 by Piotr Smirnov, Smirnoff rose to the top to be the world’s most awarded vodka brand and Brazil has consolidated as a strategic market for the brand worldwide, second only to the US.

Created by CP+P Brazil, the concept “The new trend you already know” serves as the basis of the brand’s entire communications strategy, which includes the release of new packaging and the new formula with the original flavour.

Smirnoff Ice is launching a perfect new model—which combines the stylishness of the bum bag and the need for cool beverages—for those partying on the hot streets: the Bum Bag Cooler. This dream product comes with an insulated pouch that fits two Ice cans, including ice. How cool, right?!

The campaign cleverly blends fashion and lifestyle elements of the 1990s, the same decade that saw the emergence of Ice, with a garment that has been 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, which is Diageo’s e-commerce platform, and at selected points of sale. The Bum Bag Cooler will also reach out to party people through several Carnival activations – at various “blocos” (street parties), private events, as well as to influencers, as part of Diageo’s digital marketing initiative.

What about you? Would you rock the Bum Bag Cooler to a party? Let us know in the comments!

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