# Real-Life Emoji Ambassadors Spicy Tam is the New Face of Smirnoff Spicy Tamarind By Laura McQuarrie | Published 2024-04-30 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/spicy-tam References: [multivu](https://www.multivu.com/players/English/9264551-meet-spicy-tam-ambassador-for-smirnoff-spicy-tamarind-in-time-for-cinco-de-mayo/) & [smirnoff](https://www.smirnoff.com/en-us/all-cocktails/cocktail-recipes/pina-picante)  The "Woman Dancing" emoji captures the spirit of [Smirnoff](https://www.trendhunter.com/trends/sweet-spicy-glam-bar) Spicy Tamarind, so much so that the brand is introducing her to the world as Spicy Tam. The new face of Smirnoff Spicy Tamarind is making her way from digital screens to real life, complete with her iconic red dress and signature pose. To coincide with Cinco de Mayo, the vodka and flavored malt beverage brand is inviting adults to Baila con Smirnoff. "By bringing the '[Woman Dancing' emoji](https://www.trendhunter.com/trends/bubble-gum-emoji) to life, we're inviting you to 'Baila to the Taste of Smirnoff' as you bring your own sweet and spicy flavor to everyday celebrations," says Jennifer Holiday Hudson, North America brand leader, Smirnoff. The 2024 Flavor of the Year, tamarind, can be savored in signature cocktail recipes like the Piña Picante, prepared with pineapple juice, simple syrup, club soda and Smirnoff Spicy Tamarind. ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 70% | Activity: 83% | Freshness: 23% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Digital Emoji Crossovers:** Brands bringing digital emojis to life as real-life ambassadors present new marketing opportunities. - **Flavor Innovation Integration:** Incorporating trendy flavors like tamarind in unique cocktail recipes opens up avenues for product differentiation. - **Virtual-to-real Brand Experiences:** Transitioning virtual brand elements to physical experiences creates immersive engagements for consumers. ### Where This Applies - **Beverage:** The beverage industry can explore integrating digital personas into marketing campaigns for enhanced brand engagement. - **Hospitality:** In the hospitality sector, incorporating trending flavors into menu offerings can attract and delight customers seeking unique experiences. - **Marketing:** Marketers can capitalize on virtual-to-real brand experiences to create memorable interactions that resonate with target audiences. ## Related on Trend Hunter - [Spicy-Sweet Glam Bars](https://www.trendhunter.com/trends/sweet-spicy-glam-bar.md) - [Mexican Cuisine Vodka Expansions](https://www.trendhunter.com/trends/smirnoff-spicy-tamarind-vodka.md) - [Spicy Seltzer Beverages](https://www.trendhunter.com/trends/popo-pico-seltzer.md) - [Emoji-Inspired Beer Campaigns](https://www.trendhunter.com/trends/emojiless.md) - [Margarita-Inspired Getaway Experiences](https://www.trendhunter.com/trends/spicy-margarita-season.md) - [Cocktail-Inspired Togetherness Activations](https://www.trendhunter.com/trends/smirnoffs-global-connectivity-initiative.md) - [Limited-Edition Tropical Vodkas](https://www.trendhunter.com/trends/smirnoff-electric-guava.md) - [Coastal Party-Themed Spirits](https://www.trendhunter.com/trends/smirnoff-miami-peach.md) - [Rapper-Beverage Partnerships](https://www.trendhunter.com/trends/smirnoff3.md)