NEW YORK, Oct. 15, 2021 /PRNewswire/ -- The world is ready.
Smirnoff is ready. Today, Smirnoff is announcing it is officially
teaming up with Colombian singer, songwriter and business mogul
Karol G to collaborate on new projects that showcase the power of
Latin culture, as well as support the brand in its longstanding
commitment to diversity and inclusion efforts. The announcement
comes as the U.S. celebrates Hispanic Heritage month through
Oct. 15.
Experience the interactive Multichannel News Release here:
https://www.multivu.com/players/English/8970151-smirnoff-karol-g-spicy-tamarind-poco-pico/
"Karol G is a Latina powerhouse and
is unapologetically pushing cultural boundaries with her own
unique flavor," said Jay Sethi,
Chief Marketing Officer, Diageo Beer Company, and Senior Vice
President, North America Convenience Category Leader. "The
collaboration between Smirnoff and Karol G is all about celebrating
Latin culture and its diverse flavors, while bringing everyone
together to live life louder. The world is ready. ¡El mundo está
listo!"
Karol G is adding her own personal flavor and powerful voice to
the Smirnoff "For the People" campaign, which celebrates
authenticity and that amazing things will happen when people come
together. Dubbed "Sabor for the People," the new spots starring
Karol G, set to one of her latest hits, "Don't Be Shy," showcase
the new Smirnoff Poco Pico Seltzer variety pack hitting shelves and
taste buds this fall and the Smirnoff Spicy Tamarind boutique of
products across spirits and flavored malt beverages.
"Being authentic, not explaining yourself, and expressing
yourself without labels, stereotypes or fear are messages that mean
a lot to me. I am very happy to work with Smirnoff because they
embody everything I just mentioned," said Karol G. "As one of my
first multi-dimensional partnerships, I'm thrilled to work together
to inspire people to express themselves without fear of being
judged, and instead celebrate life and everyone's uniqueness
together with music and drinks."
Earlier this summer, the brand announced it would be hitting the
road with Karol G this fall for her highly anticipated "Bichota
Tour" presented by Smirnoff. As part of the tour, kicking off on
Oct. 27, Karol G will visit multiple
cities across the U.S, concluding the 2021 tour with shows in
Puerto Rico and Colombia. At select stops, adult fans should
be on the lookout for unique Smirnoff activations.
Both the Smirnoff Poco Pico Seltzer variety pack and Smirnoff
Spicy Tamarind products are the perfect balance of sweet and spicy
taste experiences that will awaken your taste buds and bring people
together to share our differences and unlock the best flavor in
ourselves. The Smirnoff Poco Pico Seltzer pack is available in four
subtle heat flavors – Mango Chili, Pineapple Jalapeno, Spicy
Tamarind and Spicy Margarita premium malt beverage. This is the
newest line of seltzers for the iconic brand that looks to show
that "The World is Ready" for for something disruptive and bold in
a sea of seltzer that needs something fresh and flavorful.
Fans 21+ can follow @Smirnoff on Instagram to get their Karol G
flavor fix. No matter how you choose to celebrate your unique
flavor and living life louder, please remember to drink
responsibly.
About SMIRNOFF
Smirnoff has been giving the people what they want since 1864
serving as a catalyst to revolutionizing drinking culture across
generations from inventing the Moscow Mule and reimagining the
vodka martini to creating a cultural mainstay that defines the
flavored malt beverage category with the launch of Smirnoff Ice in
2000.
Because the brand is dedicated to the people and their evolving
taste preferences, Smirnoff has an option for everyone along with a
dedicated history of adding fun to any occasion while keeping
diversity and inclusion at the forefront. Truly showing the power
of socializing when everyone (21+) is invited to
celebrate.
The Smirnoff portfolio offers a variety of options for adults
across vodka and flavored malt beverages. Current offerings include
foundations in Smirnoff No. 21 Vodka and Smirnoff Ice, a line of
flavors in North America and
ready-to-serve flavored malt beverages including Smirnoff Seltzer
and Smirnoff Ice Smash. From culturally relevant limited editions
to new innovations and zero sugar offerings, Smirnoff has always
been known for quality and affordability, and prides itself on
giving the people what they want.
About Diageo North America
Diageo is a global leader
in beverage alcohol with an outstanding collection of brands
including Johnnie Walker, Crown
Royal, Bulleit and Buchanan's
whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos,
DeLeon and Don Julio tequilas,
Captain Morgan, Baileys, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (NYSE: DEO)
and the London Stock Exchange (LSE: DGE) and their products are
sold in more than 180 countries around the world. For more
information about Diageo, their people, brands, and performance,
visit www.diageo.com. Visit Diageo's global responsible drinking
resource, www.DRINKiQ.com, for information, initiatives, and ways
to share best practice. Follow on Twitter and Instagram for news
and information about Diageo North America: @Diageo_NA.
About Karol G
Internationally recognized as the most
prominent female artist of the moment, Karol G has become not only
a pop culture icon but also an important and influential powerhouse
in Latin music globally. She has collaborated with notable artists
like Anuel, Bad Bunny, J Balvin, Luis Fonsi, Nicki Minaj, Nicky
Jam, Ozuna, Quavo, The Jonas Brothers and many more. She is the
singer-songwriter of Latin music's biggest hits, including "Tusa"
with Nicki Minaj, which became the #1 Latin song of 2020, after
staying at the helm of all global charts.
Karol G is the winner of a Latin GRAMMY and a multitude of other
awards, including 50 Diamond certifications from the RIAA in
the United States. With so many
indispensable achievements, the superstar has made a seamless
transition into international markets, breaking language barriers
and dismantling stereotypes. Closing 2020, she was proclaimed the
#1 Latin artist in the world for the second year in a row by
Billboard. Karol G is one of the top-selling female artists, with
more than 30 billion streams globally and more than 80 million fans
across social networks.
Further asserting herself as an international powerhouse, her
most recent album, "KG0516" made history with the biggest debut for
a Spanish album by a Latin female artist. The album seized the #1
spot on Spotify's "Top Global Album Debuts," Apple Music's "Top
Latin Albums" and Billboard's "Top Latin Albums." Becoming the best
performing album in Spanish by a Latin female act, "KG0516" closed
its first week of release with more than 24 thousand units sold,
and currently has more than 11 billion combined audio and video
streams across digital music platforms.
MEDIA CONTACTS:
Nicole
Anastasi
DIAGEO
nicole.anastasi@2bsquaredcommunications.com
704-796-9992
TAYLOR
Smirnoff@taylorstrategy.com
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SOURCE Smirnoff