WSL Cans

51 Ice needed to get closer to the young, ready-to-drink audience, people looking for something fresh and light for social, active moments, competing directly with brands like Smirnoff Ice in that laid-back, easygoing territory.

That young audience has a genuine passion for surfing, and the WSL (World Surf League) is where that passion concentrates year after year. Sports fans love a collectible item that marks the big moments they lived through, and there was a real opportunity for 51 Ice to become a physical part of that memory.

We created a limited edition of personalized cans, each inspired by an iconic WSL stop, bringing the visual elements and energy of each location onto the packaging. The launch happened exclusively at Oi Rio Pro, the Brazilian stop of the championship, tying the brand to the most important date on the national surfing calendar.

Exclusive launch at Oi Rio Pro, with collectible cans by stop.

The cans became a coveted item among fans, moving 51 Ice closer to the fresh, young territory it was after, while celebrating Brazil's passion for surfing.