Smirnoff Ice is selling its own Halloween costume while Diageo cuts North America marketing investment by 13.6%.
The brand partnered with comedian and creator Brittany Broski for original content, limited-edition merch, and its first-ever Halloween party.
Smirnoff Ice describes the party as a night of spooky surprises, unexpected moments, and next-level costumes.
The influencer partnership extends into the holidays, giving the brand several seasonal opportunities to reach consumers.
"When Smirnoff Ice approached me they gave me a lot of room to be creative," Broski said in a press release.
She added that she wrote a fake mustache and bald cap into the script, and the brand embraced her ideas.
Smirnoff Ice and Broski are calling this their first official partnership.
This seasonal campaign arrives as Diageo tightens marketing investment across the region.
Smirnoff Ice still gets its budget, most likely because its unit is one of the few in North America that's still growing.
Dress as Smirnoff Ice for Halloween
The partnership starts with the Smirnoff Ice Bottle Costume, available through Shop.Smirnoff.com.
The wearable merchandise gives fans a branded option for Halloween.
Social videos will feature Broski in different costumes promoting seasonal gatherings.
Later in October, she will host Smirnoff Ice's first-ever Halloween party.
The event will bring together creators and celebrities for themed surprises, costumes, and a contest judged by Broski.
The partnership continues through the holidays with more original content and merchandise drops.
The brand is also encouraging fans to follow updates through its @SmirnoffUSA social accounts.
Smirnoff Ice Director Fergus McCarthy said that Broski's humor fits the brand's personality.
"We wanted to give her the keys and create things together that only Brittany and Smirnoff Ice could pull off," McCarthy said in a press release.
"Halloween is just the start, and we can't wait to show everyone what else we have planned together."
This freedom has a commercial purpose. A purchasable costume gives the collaboration a retail component.
Meanwhile, creator content and live events offer additional ways to keep the partnership visible across the season.
Diageo Cuts Marketing as Beer Sales Grow
According to its annual financial results, Diageo reduced North American marketing investment by 13.6% organically in fiscal 2026.
The company attributed the organic reduction to efficiencies and targeted investment decisions.
Diageo Beer Company USA recorded 4.4% organic net sales growth for the year, the only part of the region that grew.
Smirnoff Ice sits inside this unit, while U.S. Spirits net sales fell by 11.5%.
The numbers explain why a creator deal and a merch drop get funded here while bigger spirits brands wait.
They also set the terms for how Smirnoff Ice gets judged on this influencer marketing push.
Here are three considerations for brands planning seasonal partnerships.
- Merchandise can extend campaign value. Brands should sell products linked to a campaign to create an additional purchase opportunity.
- Portfolio results need precise attribution. Teams should connect financial data to the relevant business unit to avoid overstating a brand's performance.
- Seasonal partnerships need room to continue. Marketers should plan content and product releases across multiple occasions to sustain audience interest.
Diageo's results put the campaign in a wider financial context, but performance data alone cannot establish its expected return.
The commercial test will be whether the partnership generates measurable and sustained engagement across the holiday season.
Our Take: Can a Costume Sell the Partnership?
A branded costume gives Smirnoff Ice a product that people can purchase and wear to social settings.
The idea also gives Broski a physical prop for content, extending the partnership's visibility into her own channels.
We see the costume doing the selling, because it's one of the few assets in this campaign that Smirnoff Ice can count in units sold.
Sales, content engagement, and attendance at the Halloween party could help the brand assess what deserves further investment.
Ferrero is also getting in on Halloween this year, partnering with Alicia Carmody for Adultoween.
The activation shows how brands are using talent partnerships to give seasonal marketing a distinct identity.
Seasonal partnerships require talent strategy, content production, and merchandise planning to work together.
Explore these top content marketing agencies to find teams that can help develop campaigns around cultural occasions.
