Baila con Smirnoff

From digital screens to real life scenes. We transformed everyone’s favorite salsa dancing woman emoji into the newest brand ambassador for Smirnoff Spicy Tamarind. Donning her iconic red dress and signature pose, Spicy Tam rallied spicy enthusiasts everywhere to move to a unified rhythm in search of bold flavors on OOH, in OLV, and at live events, including PEOPLE’s 50th Anniversary Party.

Spicy Tam made her debut on the heels of Smirnoff Spicy Tamarind winning Double Gold at this year's San Francisco World Spirits Competition. And as one of the most popular and recognizable emojis in the world, she became a symbol for community and self-expression for cross-cultural celebrations like Cinco de Mayo and beyond. Just one look at her will make you want to baila too.