MEET SPICY TAM, THE EMOJI DANCING HER WAY FROM DIGITAL SCREENS TO IRL SCENES AS THE NEW FACE OF SMIRNOFF SPICY TAMARIND
Rhea-AI Summary
Smirnoff introduces Spicy Tam, the dancing emoji, as the new face of Smirnoff Spicy Tamarind. Spicy Tam invites people to celebrate sweet, tangy, and spicy moments with the brand. The debut coincides with Cinco de Mayo, showcasing Spicy Tam's vibrant persona through digital content. The ambassadorship aligns with the brand's focus on community, self-expression, and redefining celebration. The interactive campaign includes cocktail recipes, playlists, and fashion inspiration. Tamarind, the Flavor of the Year, is highlighted for its bold flavors in Smirnoff Spicy Tamarind, a hit in the US market since 2020. Spicy Tam promises a summer full of spicy vibes and exciting events, following the brand's success at the San Francisco World Spirits Competition.
Positive
Introduction of Spicy Tam as the face of Smirnoff Spicy Tamarind creates a unique and engaging brand ambassador.
Focus on celebrating sweet, tangy, and spicy moments aligns with consumer preferences for bold flavors and vibrant experiences.
Successful debut coinciding with Cinco de Mayo showcases Smirnoff's ability to capitalize on cultural events and trends.
Interactive campaign featuring cocktail recipes, playlists, and fashion inspiration enhances consumer engagement and brand experience.
Tamarind's recognition as the Flavor of the Year adds credibility and appeal to Smirnoff Spicy Tamarind, attracting enthusiasts of bold flavors.
Positive reception and awards like Double Gold at the San Francisco World Spirits Competition validate the quality and popularity of Smirnoff Spicy Tamarind.
Negative
While successful in the US market since 2020, the availability and reach of Smirnoff Spicy Tamarind in other regions or markets is not extensively covered.
Reliance on a specific flavor profile like tamarind may limit the appeal to a broader audience that prefers different flavor profiles.
Consumer responsibility messaging, although included, may not always effectively address issues related to responsible alcohol consumption and safety.
News Market Reaction – DEO
In the trading session that priced this news, DEO declined 0.78%, reflecting a mild negative market reaction.
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The Makers of the World's No. 1 Vodka and its New Ambassador Invite You to Baila to the Taste of Smirnoff in Celebration of All Things Sweet, Tangy and Spicy
Experience the full interactive Multichannel News Release here: https://www.multivu.com/players/English/9264551-meet-spicy-tam-ambassador-for-smirnoff-spicy-tamarind-in-time-for-cinco-de-mayo/
After getting its start in
"When our digital lives intersect our real lives, magical and memorable moments happen," says Jennifer Holiday Hudson,
Smirnoff's real-life salsa-dancing emoji brings main character energy to the masses. Whether you're looking for delicious cocktail recipes, a fresh new playlist or OOTD inspo, Spicy Tam is your queen of celebrations and making the most of every moment.
Celebrated as the 2024 Flavor of the Year, Tamarind, much like Spicy Tam, brings the bold to every occasion. With tangy citrus notes balanced with sweet caramel and authentic Mexican flavor, Smirnoff Spicy Tamarind delivers unexpected cocktail combinations – like our favorite Piña Picante – your bar cart is craving.
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Smirnoff Spicy Tamarind first rolled out in US markets in 2020, quickly becoming a go-to for spicy enthusiasts everywhere. The debut of Spicy Tam comes on the heels of Smirnoff Spicy Tamarind winning Double Gold at this year's San Francisco World Spirits Competition with a score of 96. At a suggested retail price of
- 1.5 oz Smirnoff spicy tamarind
- 1.0 oz pineapple juice
- 0.25 oz simple syrup
- Top with club soda
- Garnish with a Chili lime seasoning quarter rim and pineapple slice (optional)
Instructions:
Combine all ingredients (except club soda) in a shaker with ice. Shake and strain over fresh ice. Top with club soda, garnish and serve.
No matter how you decide to celebrate life's sweet, tangy and spicy moments, remember to always drink responsibly.
About SMIRNOFF
Smirnoff has been giving the people what they want since 1864, revolutionizing drinking culture across generations: from inventing the 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
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
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.
MEDIA CONTACTS:
Nicole Anastasi
DIAGEO
nicole.anastasi@diageo.com
704-796-9992
TAYLOR
Smirnoff@taylorstrategy.com
View original content:https://www.prnewswire.com/news-releases/meet-spicy-tam-the-emoji-dancing-her-way-from-digital-screens-to-irl-scenes-as-the-new-face-of-smirnoff-spicy-tamarind-302131788.html
SOURCE Smirnoff