Smirnoff Electric Guava Launch Party was a fully integrated B2C experiential campaign created to introduce Smirnoff Electric Guava to Hispanic Gen Z LDA+ consumers.

Spanning creative, PR, social, talent, and experiential, the program positioned Electric Guava as a must-have flavor while elevating the broader Smirnoff Vibrant Flavors portfolio. The campaign was anchored by a high-energy launch event at Ball & Chain in Miami, transforming the venue into a vibrant, flavor-forward environment inspired by music, culture, and nightlife.

Through immersive touchpoints, cocktail experiences, and talent-driven moments, “Siente el Sabor” came to life across every aspect of the experience.

The result was a culturally relevant, high-impact launch that connected with a new generation of consumers and drove awareness at scale.