Top 10 spirits marketing campaigns in December 2018

7th January, 2019 by Owen Bellwood


Campari Group has hired singer and activist Amara La Negra to star in the latest video for Skyy vodka’s Proudly American campaign.

Afro­-Latina artist La Negra will front a video, called Serving Individuality, which “celebrates her inspiring version of the American dream”.

In the video, La Negra recounts the story of her single mother, who migrated to the US from the Dominican Republic to allow her daughter to follow her dreams. The initiative aims to “start a worldwide conversation on colourism”.

La Negra said: “I’m proud to lend my voice to Skyy vodka’s Proudly American campaign, which celebrates our differences and how they unite us as a country.”

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