Smirnoff Ice & Batanga help ‘Complete Your Party’.

Smirnoff Ice announced a strategic partnership with leading Hispanic entertainment company Batanga. The alliance will offer consumers an opportunity to “complete their party” this summer with free music downloads at the Batanga Music store from today’s hottest Latin artists.

“We’re thrilled to be partnering with an exciting web destination such as Batanga that keeps its finger on the pulse of Latin music,” said Christian McMahan Brand Director for Smirnoff Ice.

“In recent years we’ve experienced dramatic growth in the Hispanic community and attribute much of this to knowing what our consumers like,” said Rafael Urbina, CEO of Batanga. “For this reason, we believe our partnering with Smirnoff Ice makes sense due to its tremendous popularity in the Latino marketplace.”

Additional elements of the campaign include local OOH, Radio advertising, point of sale materials at on and off premise locations, the website http://www.smirnoffice.com, a link from the main Batanga.com mega-site, and retail sampling experiences which will allow consumers to sample the product and listen to music from Batanga.com.

“At Diageo we have traditionally listened to the unique interests of our Hispanic consumer and tailored our efforts to this important demographic,” said Maribel Viteri, Multicultural Marketing Manager for Diageo. “The Smirnoff Ice campaign furthers this consumer goal by ensuring we provide an avenue to connect through music, an important aspect of their lives.”