Smirnoff and Karol G: together for diversity and inclusion
The Diageo brand, Smirnoff and Karol G join forces on this occasion to highlight Latino culture through various activities in the United States.
This fall Smirnoff and Karol G will join hands starting October 27 to highlight Latino culture and to reinforce Smirnoff’s commitment to diversity and inclusion.
“Karol G is a Latina powerhouse who nonchalantly pushes cultural boundaries with her own flavor,” said Jay Sethi, chief marketing officer for Diageo Beer.
“The collaboration between Smirnoff and Karol G aims to celebrate Latin culture and its diverse flavors, while bringing everyone together to live life stronger. The world is ready.”
As plans call for, Smirnoff and Karol G will present several spots in which the artist from Colombia will share vodka products with friends. The artist will celebrate the authenticity of the brand while motivating viewers and drinkers to taste and live life “stronger.”
The spot revolves around one of Karol G’s recent music releases, “Don’t Be Shy,” and highlights Smirnoff’s new Poco Pico Seltzer hard seltzer, Smirnoff Spicy Tamarind products and flavored malt beverages. This multi-flavored packaging will be available on shelves beginning in the fall season.
Karol G expressed her feelings about this collaboration: “Being authentic, not explaining yourself and expressing yourself without labels, stereotypes or fear are messages that mean a lot to me. I’m 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 judgment, and instead celebrate each other’s lives and uniqueness along with music and drinks.”
For seltzer lovers, Smirnoff also launched a mango and passion fruit flavor this year.
Don’t drink and drive. Enjoy responsibly.
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