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Smirnoff teams up with Ty Dolla $ign
Diageo-owned Smirnoff has partnered with musician Ty Dolla $ign and inaugural event Billboard Music Con to debut its Lemonade Collection.
Smirnoff will be the presenting partner for US-based weekend event Music Con, taking place this weekend (13-14 May). The first-of-its-kind initiative, taking place in Las Vegas, Nevada, will host exclusive conversations with artists, fan experiences, and nightly performances.
The brand’s ready-to-drink (RTD) lemonade collection will be promoted there, comprising the new Smirnoff Ice and Smirnoff Seltzer Neon Lemonade variety packs, plus the Smirnoff Peach Lemonade flavoured spirit.
“We are redefining fun with our new Neon Lemonades variety packs for people who refuse to settle for good, and demand great – better yet, bold,” said Lisa Lee, Smirnoff flavoured malt beverage director.
“Fun these days is in high demand and life is most fun when you make things happen rather than let life happen to you. That’s exactly what the brand’s Lemonades will continue to do for the people, it’s the neon way to lemonade.”
The new Smirnoff Ice and Smirnoff Seltzer Neon Lemonade variety packs include four flavours: Pink Lemonade, Peach Lemonade, Blue Raspberry Lemonade and Pineapple Lemonade. The packs are available in the US, at RRP US$15.99, which includes 12 cans.
The Peach Lemonade flavoured spirit is also available across the US, for RRP US$17.99 per 1.75-litre bottle, or US$11.99 per 750ml.
Additionally, Smirnoff has teamed up with American singer and songwriter Ty Dolla $ign, real name Tyrone William Griffin. Ty Dolla $ign features in a series of advertising spots set to air throughout summer, to boost its Neon Lemonade.
“Smirnoff Lemonades are all about the dope memories and fun that happen when people live life boldly,” explained Ty Dolla $ign.
“I’m all about that vibe and excited to bring it to the first ever Billboard Music Con. But that’s just the beginning, because Smirnoff is bringing the fun and flavour to the people all summer long. The summer is ours baby.”
All concerts within Music Con will be free, with entry provided on a first come, first served basis. Tickets for the weekend event can be purchased through BillboardMusicCon.com.
Promoted under the tag line ‘squeeze the day’, the brand has also set up a branded Lemonade Lounge, which offers consumers the chance to win prizes. Amongst the prizes includes a pair of tickets to the Billboard Music Awards on Sunday 15 May.
Throughout the summer, the brand has revealed it will unexpectedly launch the lemonade in select US cities.
Smirnoff recently bagged the fourth spot in a list of the internet’s most popular spirits brands.