Diageo-owned Smirnoff has partnered with American singer Ty Dolla $ign and Billboard Music Con to promote their new lemonade collection.
The first festivities will take place this weekend in Las Vegas, featuring the Smirnoff Lemonade Lounge where attendees can win a variety of prizes. Aiming to expand on the Billboard Music Awards, this free event hosts exclusive conversations, unique fan experiences and nightly performances that celebrate the past year in music.
“Smirnoff is redefining fun with the new Neon Lemonades variety pack for those who don’t settle for the good and demand the great yet bold,” said Lisa Lee, Smirnoff’s FMB Director.
“Fun is in high demand these days and life is most fun when you make things happen without letting life happen to you. That’s what Smirnoff Lemonades will continue to do for people. It’s the neon sign way to lemonade.”
Recording artist Ty Dolla $ign, who recorded multi-platinum sales, will appear in a series of commercial locations that air throughout the summer. For fans at home, the beverage brand will share personalized content to enjoy.
“Smirnoff Lemonades is about drug-like memories and fun that happens when people go through life boldly. I think that vibe is the most important thing, and I’m very excited to bring it to the first Billboard Music Con,” said Ty Dolla $ign.
“But that’s just the beginning because Smirnoff brings fun and flavor to people all summer long. Summer is our baby!”
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