Smirnoff, owned by Diageo, has teamed up with American singer Ty Dolla $ign and Billboard Music Con to promote its new collection of lemonades.
The inaugural festival will take place this weekend in Las Vegas, featuring a Smirnoff Lemonade Lounge where attendees will have the chance to unlock various prizes. Aimed to expand the footprint of the Billboard Music Awards, the free event will host exclusive conversations, unique fan experiences and nightly performances that celebrate the past year in music.
“Smirnoff is redefining enjoyment with our new Neon Lemonades variety packs for people who refuse to settle for the good and demand a lot – better yet, bold,” said Lisa Lee, FMB Director at Smirnoff.
“These days pleasure is in high demand and life is more fun when you make things happen rather than letting life happen to you. That’s exactly what Smirnoff Lemonades will continue to do for people – that’s the neon way of lemonade.
Multi-platinum recording artist Ty Dolla $ign is set to appear in a series of commercials airing throughout the summer. For fans at home, the beverage brand will share personalized content to enjoy.
“Smirnoff lemonades are all about the drug memories and fun that happen when people live life boldly. I’m all about that vibe and excited to bring it to the first-ever Billboard Music Con,” said Ty Dolla $ign.
“But that’s just the beginning, as Smirnoff brings the fun and flavor to people all summer long. Summer is ours baby!
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