Shoppers at Rexo Supermarket got more than their usual grocery run, as Smirnoff brought a vibrant burst of carnival spirit to the heart of Ocho Rios last Thursday (May 29).

As part of its ongoing ‘We Do Carnival’ campaign, the brand sparked moments of surprise, connection, and high-energy giveaways—keeping the post-carnival vibes alive. 

Smirnoff’s presence at Rexo was more than just a pop-up—it was a statement about inclusion, accessibility, and the joy Carnival brings to everyday spaces. This year’s campaign casts a wide net, offering something for everyone—from weekly Smirnoff coolers packed with premium products and J$50,000 cash prizes, to GenXS Carnival costumes and a grand prize VIP trip for two to Miami Carnival 2025. More than giveaways, it’s about creating real possibilities and putting the Carnival spirit directly into the hands of consumers.  

That spirit came alive on the ground through immersive touchpoints that transformed the supermarket setting. The standout moment? A high-energy virtual spin the wheel activation that turned casual shoppers into enthusiastic participants. With each spin came the thrill of instant rewards—blurring the line between errand and entertainment. 

Speaking on the vision behind the variety of prizes, Lasana Wilson, Smirnoff junior brand manager, explained, “Carnival has always been about the people—those who celebrate loudly, and those who find joy in the simple moments. That’s why this year’s promotion was designed to reflect the inclusive, energetic spirit of Carnival. We wanted to create more opportunities for people to feel seen, feel part of something larger, and maybe even win their way to an unforgettable experience.” 

For many, the highlight of the day was their chance to win aJ$50,000 shopping spree giveaway. Cheers erupted when one lucky shopper, Anna-Kay Boswell, was announced as the winner—their expression of joy capturing what the campaign is truly about: creating moments of magic for real people, in real spaces. 

“I honestly didn’t expect to win anything,” expressed Anna-Kay. “Today, I was just planning on doing my regular shopping. But when they called my name, I couldn’t believe it. This J$50,000 is going to make such a big difference for me and my family. Big up to Smirnoff for bringing this kind of joy right here in Ochi!” 

As the official title sponsor of GenXS Carnival Miami, Smirnoff expands its Carnival footprint beyond the Caribbean. This partnership brings together a shared passion for high-energy celebration, creativity, and unapologetic self-expression—elevating the ‘We Do Carnival’ mantra to a global stage. Revellers heading to Miami can look forward to vibrant experiences, including signature cocktail bars, surprise parade-route activations, and immersive VIP moments that blend tradition with a bold, modern edge. 

From the bustling aisles of Rexo Supermarket to the energetic streets of Miami, Smirnoff’s ‘We Do Carnival’ campaign continues to evolve. But at its core, it remains rooted in the people—the shoppers, the dancers, the revellers—who turn every moment into a celebration.