New York, NY–(HISPANIC PR WIRE)–June 5, 2007–Smirnoff Ice, Diageo’s premium malt beverage, announced today a strategic partnership with leading Hispanic entertainment company Batanga. The alliance will offer consumers an opportunity to “complete their party” this summer with free music downloads at the Batanga Music store from today’s hottest Latin artists.
“We’re thrilled to be partnering with an exciting web destination such as Batanga that keeps its finger on the pulse of Latin music,” said Christian McMahan Brand Director for Smirnoff Ice.
Consumers of legal drinking age can download their favorite music by logging on to http://www.smirnoffice.com and clicking the direct link to Batanga. The national promotion will offer free downloads from Memorial Day through Labor Day weekends. Many of the music categories offered include the very best of Latin, pop, urban, R&B, Reggaetón and Hip Hop.
Batanga is the fastest growing integrated Latino media & entertainment company with a website, newsletter and magazine. In 2006 Batanga had the highest score for audience engagement in this important space.
“In recent years we’ve experienced dramatic growth in the Hispanic community and attribute much of this to knowing what our consumers like,” said Rafael Urbina, CEO of Batanga. “For this reason, we believe our partnering with Smirnoff Ice makes sense due to its tremendous popularity in the Latino marketplace.”
Additional elements of the campaign include local OOH, Radio advertising, point of sale materials at on and off premise locations, the website (http://www.smirnoffice.com), a link from the main Batanga.com mega-site, and retail sampling experiences which will allow consumers to sample the product and listen to music from Batanga.com.
“At Diageo we have traditionally listened to the unique interests of our Hispanic consumer and tailored our efforts to this important demographic,” said Maribel Viteri, Multicultural Marketing Manager for Diageo. “The Smirnoff Ice campaign furthers this consumer goal by ensuring we provide an avenue to connect through music, an important aspect of their lives.”
Diageo (Dee-AH-Gee-O) is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines.
Diageo is a global company, trading in more than 200 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at http://www.diageo.com.