BAILA CON SMIRNOFF

To make a spicy, tangy, and sweet splash for Cinco de Mayo, we brought the iconic salsa dancer emoji to life and introduced the world to Spicy Tam, the newest brand ambassador for Smirnoff.

On the morning of May 5th, Spicy Tam made her dancing debut to kick start Cinco celebrations.

We partnered with Samantha Barriento, an incredible dancer who is also bilingual, to help build the persona from scratch and appear in character at media events and interviews, including the People Magazine 50th Anniversary Party.

Performance to date:
1.7+ billion impressions
7.2+ million social reach
366k views on social
+34% view rate vs. benchmark