RBD enters the world of alcohol with this brand

RBD enters the world of alcohol with this brand
RBD enters the world of alcohol with this brand
  • Cobranding is a strategy widely used by brands.

  • The youth phenomenon of the generation of 2004 arrives on stage this year.

  • The group emerged in the Televisa soap opera, Rebelde.

Collaborations in the marketing industry are a way that brands use to reach their consumers and attract new customers. Recently, it was announced that the Mexican group RBD entered the world of alcohol with a new collaboration with the Smirnoff brand.

This year the youth phenomenon of the generation of 2004 returns to the stage, so the group that popularized various songs such as “Save me” or “Just stay silent” are generating many dynamics.

It is worth mentioning that the group, which has generated great fame in Mexico and Latin America, arose from the telenovela created by producer Pedro Damián, for Televisa.

The group was positioned in various rankings in Mexico and the United States, where it was ranked first on the Billboard Latin Pop Albums. Likewise, the group released six studio albums, made five international tours, until separating in 2009.

In that sense, it is estimated that RBD grossed $5,400,000 in North America alone and a combined total of 293,742 tickets sold worldwide.

Smirnoff and RBD

As a way to promote their return to the stage, the Mexican group RBD launched a collaboration with the brand of alcoholic beverages Smirnoff.

The collaboration is part of the Smirnoff Tamarindo product and represents two culturally relevant icons that have revolutionized their respective industries, designed to surprise fans of the band and spicy vodka.

As part of the collaboration, different activations were carried out between both brands, leaving disruptive experiences at each launch and activation, changing the rules of the game.

“Without a doubt, being a Rebel is being yourself, living freely without giving explanations and creating new experiences; it is having the determination to take the initiative in each situation, stamping it with your stamp and not following others, because your attitude is like that, that’s how it is and there is nothing to do about it”, says the brand of alcoholic beverages in a press release.

Likewise, they explain that the co-branding of Smirnoff Tamarindo and RBD is designed to unite different generations such as X, Millennials and Z and inspire them to break with the established and show their most rebellious side through one of the most impressive phenomena of the last decade, with different brand activations in different parts of the country.

Héctor Vélez, Director of Emerging Brands at Diageo, says that “for Smirnoff, this type of collaboration is very relevant; the nostalgia, experiences and feelings that RBD provokes become a fundamental part of what we seek to achieve with the hottest brand, which for six years has been the only, original, vodka that revolutionized experiences with celebrities, bringing us closer to our consumers and the most relevant and cool community”.

It is worth mentioning that RBD has become a benchmark in the music industry, staying current for a generation with a message of nostalgia and empowerment.

Like this collaboration, there are many more on the market, such as the time Sebastian Yatra teamed up with McDonald’s to launch a special menu created by the Colombian artist.

In short, these partnerships are important in today’s world, as today’s consumers look for brands that leave a good experience and that their favorite artists endorse.

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