Spice Girls album of 1997 and was certified 8× Platinum by the IFPI for sales in excess of 8 million copies. That same month the Spice Girls attracted a crowd of 500,000 when they switched on the Christmas lights in Oxford Street, London. At the same time, Simon Fuller started to set up million pound sponsorship deals for the Spice Girls with Pepsi, Walkers, Impulse, Cadbury's and Polaroid. In December 1996, the group won three trophies at the "Smash Hits" awards at the London Arena, including best video for "Say You'll Be There". In January 1997, the group released "Wannabe" in the
Spice Girls a driving force in giving Britain a feeling of euphoria and optimism. Although by no means responsible for the onset of "Cool Britannia", the arrival of the Spice Girls added to the new image and re-branding of Britain, and underlined the growing world popularity of British, rather than American, pop music. This fact was underlined at the 1997 Brit Awards; the group won two awards but it was Halliwell's iconic red, white and blue Union Jack mini-dress that appeared in media coverage around the world, becoming an enduring image of "Cool Britannia". In 2016, "Time" acknowledged the Spice Girls as