Smirnoff ICE Ignites Joburg’s Spirit at Africa Is Not A Jungle: Where Local Vibes Meet Global Sound

This past Saturday, 29 November, Johannesburg came alive as Africa Is Not A Jungle (AINAJ) delivered an unforgettable cultural spectacle at Melrose Arch. The highly anticipated event once again celebrated Africa as a global cultural powerhouse, bringing together world-class music, creative expression, and purpose-driven storytelling.

Doors opened at 12:00, and from the very first moment, Melrose Arch was transformed into a vibrant hub of energy, rhythm, and unity. As a headline sponsor, Smirnoff ICE brought the flavour and excitement with an immersive activation zone where guests enjoyed bold product trials, high-energy interactions, and refreshing experiences that captured the spirit of “We Do We.”

The powerhouse line-up kept Johannesburg dancing throughout the day and night, with performances from Uncle Waffles, Major League DJz, Ciza, 2wo Bunnies, Kabza De Small, DJ Merlon, and the incomparable Black Coffee. Each act showcased the sound and creativity that continue to position African music at the forefront of global culture.

Advertisements

In addition to the electrifying music experience, the event once again delivered meaningful social impact. R20 from every ticket purchased supported the Black Coffee Foundation, a nonprofit organisation committed to empowering South African youth and uplifting underserved communities. The partnership reinforced the event’s purpose: merging cultural influence with community upliftment.

The Smirnoff ICE activation stand became a key attraction, drawing in consumers eager to explore bold flavours and connect with the brand through interactive touchpoints and unforgettable moments.

Africa Is Not A Jungle’s takeover cemented its reputation as one of South Africa’s most dynamic cultural gatherings, bringing music, community, and creativity together in one extraordinary celebration.

The Smirnoff ICE range continues to bring Mzansi’s favourite flavours: Storm, Guarana, Spin, Berry Twist, and Pine Twist in 330ml, 440ml, and 660ml formats. Designed for value, versatility, and vibe, it’s the perfect companion for any groove, Nakanjani.

Consumers can keep the vibes alive by grabbing the new Smirnoff ICE packs at leading retailers nationwide, including Makro, Checkers Sixty60, Pick n Pay, and Takealot. For more information on where the brand will show up next, stay tuned to our Instagram @SmirnoffSA.