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.

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

NEW YORK, April 30, 2024 /PRNewswire/ -- In time for Cinco de Mayo, Spicy Tam, the emoji formerly known as "Woman Dancing," will salsa her way into real-life, uniting spicy enthusiasts everywhere to come together and celebrate with Smirnoff Spicy Tamarind. Donning her iconic red dress and signature pose, Spicy Tam moves to her own bold rhythm and flavor, inviting the world to Baila con Smirnoff and embrace all of life's proudly sweet yet shamelessly spicy moments.

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 Mexico, Smirnoff Spicy Tamarind has quickly become a global sensation with Baila con Smirnoff as its latest spicy chapter. Today, Spicy Tam dances onto the scene and through the vibrant streets of New York City for the first time in new digital content from Smirnoff all while mixing up sweet, tangy, spicy cocktails to be enjoyed by fans 21+. Baila con Smirnoff and the two new spots embody the brand's unapologetic passion for redefining celebration and self-expression through the power of community, now available to view on YouTube and @smirnoff on Instagram and Facebook. 

"When our digital lives intersect our real lives, magical and memorable moments happen," says Jennifer Holiday Hudson, North America brand leader, Smirnoff. "By bringing the 'Woman Dancing' emoji to life, we're inviting you to 'Baila to the Taste of Smirnoff' as you bring your own sweet and spicy flavor to everyday celebrations."

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.

"Cinco de Mayo is just the first stop on this flavorful journey together," said Spicy Tam, Smirnoff's First-Ever Baila Ambassador. "Smirnoff Spicy Tamarind and I are turning up the heat all summer long – bringing the spicy vibes to celebrations everywhere with delicious cocktails, great music and more, so be sure to stay tuned for all the fun we have planned!"

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 $12.99 for a 750ml bottle, it's available nationwide. Visit Smirnoff.com to find out where to buy and delicious cocktail recipes like the signature Piña Picante.

• 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 North America and ready-to-serve flavored malt beverages including Smirnoff Seltzer and Smirnoff Ice Smash. From culturally relevant limited editions to new innovations and zero sugar offerings, Smirnoff has always been known for quality and affordability, and prides itself on giving the people what they want.

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 Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness.

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

FAQ

What is the latest campaign by Smirnoff introducing Spicy Tam?

Smirnoff has introduced Spicy Tam as the new face of Smirnoff Spicy Tamarind, inviting people to celebrate sweet, tangy, and spicy moments with the brand.

When did Smirnoff Spicy Tamarind first debut in the US market?

Smirnoff Spicy Tamarind first debuted in the US markets in 2020, quickly becoming popular among spicy enthusiasts.

What accolade did Smirnoff Spicy Tamarind win recently?

Smirnoff Spicy Tamarind won Double Gold at this year's San Francisco World Spirits Competition with a score of 96, highlighting its quality and appeal.

Where can consumers find Smirnoff Spicy Tamarind and cocktail recipes?

Consumers can find Smirnoff Spicy Tamarind at a suggested retail price of $12.99 for a 750ml bottle, available nationwide. Visit Smirnoff.com to find out where to buy and discover delicious cocktail recipes like the signature Piña Picante.

What is the signature cocktail recipe featuring Smirnoff Spicy Tamarind?

The signature cocktail recipe includes 1.5 oz Smirnoff spicy tamarind, 1.0 oz pineapple juice, 0.25 oz simple syrup, topped with club soda, garnished with a Chili lime seasoning quarter rim and pineapple slice. Instructions include combining all ingredients (except club soda) in a shaker with ice, shaking, straining over fresh ice, topping with club soda, garnishing, and serving.