To launch Smirnoff Ice Raspberry Crush, we decided not to throw a party. We decided to crash consumers’ parties. That is how “Crush My Party” was born: an activation where people provided the house and Smirnoff transformed their celebration into an unexpected experience. Product, music, entertainment, and surprises arrived directly at selected parties, turning the launch into something consumers could live and share. A platform that generated trial, engagement, content, and memorable experiences around the new product.