*NEW YORK CITY – SKYY® Vodka, the San Francisco-born premium vodka in the cobalt blue bottle, announced today the addition of musician, television personality (Love and Hip Hop: Miami), and outspoken activist for female empowerment and race equality, Amara la Negra, to its “Proudly American” campaign.
La Negra’s role will debut with the release of a digital video titled, “Serving Individuality,” which celebrates her inspiring version of the American Dream. As the newest member of the campaign – which includes the likes of John Cena, Trixie Mattel, and Gus Kenworthy – she’ll join the platform created by SKYY for those using their voices to illustrate the spirit of today’s bold Americans.
SKYY’s “Proudly American” campaign, which launched earlier this year, explores the values — and the evolution of those values — on which America was founded, and what they mean to today’s optimistic citizens. The campaign juxtaposes iconic phrases from American history, such as “Home of the Brave,” with powerful, vivid imagery featuring people who shine brightly in the face of adversity, celebrate diversity, and are proud to inspire today’s articulation of being American. The campaign reflects SKYY’s core beliefs which stem from the brand’s San Francisco roots – celebrating a new, diverse and progressive society.
This latest phase of “Proudly American” features Afro-Latina Amara la Negra in a series of digital and social videos. The first video, entitled “Serving Individuality,” is an intimate look at Amara as she prepares for a performance. In the piece, La Negra reflects on her single mother, who immigrated to the U.S. from the Dominican Republic so her daughter could be free to pursue her dreams. La Negra has used her platform to share her pride for her Afro-Latina heritage and start a worldwide conversation on colorism, shinning the spotlight on a community that is severely underrepresented in Hollywood.
“As a first generation American, born to Dominican parents, celebration is part of my culture,” says Amara La Negra. “To me, celebration is the opposite of ignorance. So, when we come together to celebrate diversity, we do more than just accept it, we embrace it and validate all the things that make us unique. I’m proud to lend my voice to SKYY Vodka’s ‘Proudly American’ campaign, which celebrates our differences and how they unite us as a country.”
“Amara La Negra embodies the core values of the Proudly American campaign,” says Melanie Batchelor, Vice President of Marketing, Campari America. “She uses her voice to influence and educate others on the inherent beauty of positivity and inclusiveness while challenging the mainstream with an open dialogue surrounding ethnicity and culture. We are honored to partner with her to carry forward the next phase of SKYY’s Proudly American storytelling.”
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As the newest partner with SKYY Vodka on this campaign, la Negra joins a growing family of influencers and activists who have helped shape the “Proudly American” message, including out-and-proud Olympian Gus Kenworthy; writer and cultural curator Kimberly Drew; “RuPaul’s Drag Race” favorites, Trixie Mattel and Dusty Ray Bottoms; and WWE Superstar, John Cena.
The latest chapter in SKYY’s integrated campaign will launch December 17, and will include digital, social media, PR and event activations. A full social media campaign @SKYYVodka will support Proudly American and connect those who are proud in their daily lives to share their stories and show their bold, optimistic America of today.
About SKYY Vodka
SKYY Vodka was born in San Francisco in 1992 and is steeped with the innovative and progressive spirit of California. Conceived by a first generation American inventor looking to create the world’s smoothest vodka, SKYY revolutionized vodka quality with its proprietary quadruple-distillation and triple-filtration process to deliver a fresh, clean spirit. Like many things that originate in San Francisco, SKYY grew from a tiny startup into what it is today. To learn more, visit SKYY.com.
About Campari America
Campari America is a wholly owned subsidiary of Davide Campari-Milano S.p.A. (Reuters CPRI.MI – Bloomberg CPR IM). At the heart of Campari America are two legends in the American spirits industry. The first, Skyy Spirits, was founded in San Francisco back in 1992 by the entrepreneur who invented iconic SKYY Vodka. The second is the world-famous Wild Turkey Distillery in Lawrenceburg, Kentucky, where they have been making the world’s finest whiskies since the 1800’s. Both companies were purchased by Davide Campari-Milano and together they form Campari America, which has built a portfolio unrivaled in its quality, innovation and style, making it a top choice among distributors, retailers and consumers. Campari America manages Campari Group’s portfolio in the US with such leading brands as SKYY® Vodka, SKYY Infusions®, Grand Marnier®, Campari®, Aperol®, Wild Turkey® Straight Kentucky Bourbon, American Honey®, Russell’s Reserve®, Glen Grant® Single Malt Scotch Whisky, Forty Creek® Canadian Whisky, BULLDOG® Gin, Cabo Wabo® Tequila, Espolón® Tequila, Appleton® Estate Rum, Wray & Nephew® Rum, Coruba® Rum, Ouzo 12®, X-Rated® Fusion Liqueur®, Frangelico®, Cynar®, Averna®, Braulio® and Jean-Marc XO Vodka®.
Campari America is headquartered in New York, New York. More information on the company can be found at www.campariamerica.com, www.facebook.com/campariamerica, Twitter: @CampariAmerica, Instagram: @CampariAmerica, and www.camparigroup.com. Please enjoy Campari America brands responsibly and in moderation.
Cohn & Wolfe