How do you turn a new product launch into an unexpected experience? For the arrival of Smirnoff Ice Guaraná in Costa Rica, we developed “Unexpected Box,” an activation platform designed to bring the spirit of the brand directly to consumers. The strategy turned the idea of the “unexpected” into a real experience, generating surprise, interaction, and product trial in moments and spaces relevant to the target. An activation where experience, trial, and connection worked together to drive a new variant within the Smirnoff Ice portfolio