Smirnoff ICE teamed up with premium imported home goods brand Cremsiffino to create limited-edition NICELY Gifted Puzzles featured three festive designs: a festive cat, a happy snowman and a starry night. The puzzles came with a hidden surprise: as the puzzle took shape, recipients could see it actually included the image of a bottle of Smirnoff ICE that wasn’t featured on the box. Once consumers cracked the puzzle, they won $5 from Drizly.