Lyriquid Perfection

Smirnoff's "clear as your conscience” advertising campaign for Smirnoff Ice has been replaced by a new approach using a different language entitled “Lyriquid Perfection”. The £8.5m TV and poster campaign "has trawled the depths of “yoof” vernacular" in an attempt to target 18 to 24-year-old males.
"The new ads use streetwise, edgy catchphrases and descriptions to tell the tale of what happened on a night out. The posters illustrate vividly their observations from spotting a gorgeous woman across the dancefloor, trying unsuccessfully to talk to women , standing in the queue at the late-night garage being served by a useless attendant . "