Diageo-owned Smirnoff has partnered with American singer Ty Dolla $ign and the Billboard Music Con to promote its new lemonade collection.
The inaugural festival will take place this weekend in Las Vegas, featuring a Smirnoff Lemonade Lounge where attendees have the chance to unlock various prizes. Aiming to expand the Billboard Music Awards footprint, the free event will host exclusive conversations, unique fan experiences and nightly performances that celebrate the past year in music.
“Smirnoff is 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, FMB director at Smirnoff.
“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 Smirnoff Lemonades will continue to do for the people – it’s the neon way to lemonade.”
Multi-platinum selling recording artist Ty Dolla $ign is set to appear in a series of advertising spots airing throughout the summer. For fans at home, the drinks brand will be sharing custom content to enjoy.
“Smirnoff Lemonades are all about the dope memories and fun that happens 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, because Smirnoff is bringing the fun and flavor to the people all summer long. The summer is ours baby!”