SMIRNOFF x SIDEBAR(RE)

SMIRNOFF x SIDEBAR(RE)

As part of the brand’s ongoing commitment to the Black community, our client partner Smirnoff teamed up with SideBarre, a Black women-owned small business, to give adults the opportunity to attend a series of complimentary inspirational virtual bar(re) classes from home. In honor of Women’s History Month, Smirnoff also pledged $50,000 to Black Girl Ventures in an effort to help get capital directly into the hands of women-identifying Black and Brown business founders.

 

In order to bring this partnership to life, Taylor produced a series of virtual bar(re) sessions led by SideBarre founder, Jillian Carter, and her two founding instructors Maya Dennis and Alexis Miller. However, these weren’t just typical dance classes! Each session also featured a Smirnoff partner and ally to the Black Community—including actor and producer, Laverne Cox; actor, activist and author, Diane Guerrero; and 36-year-old professional soccer player, Megan Rapinoe — to sit down with Jillian after the workout to talk about some of the struggles Black women entrepreneurs are facing.

Smirnoff dominated editorial Share of Voice coverage for the month of March as compared to other vodka competitors, and this partnership resulted in the brand’s newest variant—Smirnoff Zero Sugar Infusions Lemon & Elderflower—gaining strong initial traction via earned around launch. The campaign was featured in impactful media coverage across Adweek, BET, Bossip, People Magazine, Insider and more.

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