Smirnoff has announced it is teaming up with singer 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.
“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 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, which features four flavors, Mango Chili, Pineapple Jalapeno, Spicy Tamarind and Spicy Margarita, 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 “Bichota Tour” presented by Smirnoff. As part of the tour, kicking off on October 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.
For more information, head over to Smirnoff’s official website.