Smirnoff, Karol G partner on new campaign

Karol G will be the face of the brand’s “For the People” campaign, which will highlight its new Poco Pico Seltzer variety pack and Spicy Tamarind beverages.
Gisselle Gaitan
Online Editor
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Smirnoff wants those who enjoy its beverages to simply live their truth.

In order to spread this message far and wide, the brand announced a new partnership with Colombian singer Karol G.

Meghna Reddy holding a birthday cake

The two will collaborate on new projects that showcase the power of Latin culture and support Smirnoff’s commitment to diversity and inclusion, the company said.

[Read More: Smirnoff Seltzer rolls out zero sugar variety packs]

Karol G will be the face of the “For the People” campaign, which celebrates authenticity and amazing things that can happen when people come together.

“Karol G is a Latina powerhouse and is unapologetically pushing cultural boundaries with her own unique flavor,” Jay Sethi, the chief marketing officer at Diageo Beer, 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!”

a can of soda

Through this campaign, the brand also will showcase its two newest launches — Smirnoff Poco Pico Seltzer variety and Spicy Tamarind beverages.

[Read More: Smirnoff Seltzer intros new ways to ‘Rosé All Day’]

“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.”

Flavors available in the Poco Pico Seltzer variety pack are mango chili, pineapple jalapeno, spicy tamarind and spicy margarita.