The world is ready. Smirnoff is ready.
Smirnoff is teaming up with global superstar Karol G 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. Jay Sethi, Chief Marketing Officer, Diageo Beer Company, and Senior Vice President, North America Convenience Category Leader said:
Karol G is a Latina powerhouse and is unapologetically pushing cultural boundaries with her own unique flavor. 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.
Karol G said this about the partnership:
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.
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.
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 something disruptive and bold in a sea of seltzer that needs something fresh and flavorful.
