Smirnoff Lemon Pop launches music-led campaign ‘We Do We’ targeting Gen Z

Smirnoff Lemon Pop (Non-Alcoholic) has launched a new music-driven campaign titled ‘We Do We’, aimed at celebrating self-expression and collective creativity among Gen Z consumers. The campaign is the latest in the brand’s ongoing platform that focuses on inclusivity and shared identity.

At the centre of the initiative is a beat composed using Smirnoff Lemon Pop cans, created by music producer Sez on the Beat (Sajeel Kapoor). Building on this foundation, three artists - Shai, Agsy, and Nikhil aka Tabla Guy — have interpreted the track in their own musical styles, blending elements of language, culture, and sound.

The campaign unfolds as a five-part social media series, highlighting each artist’s contribution and culminating in a collaborative anthem. It is being rolled out via the brand’s Instagram handle, @smirnofflemonpop.

“This campaign reflects how today’s generation approaches identity and collaboration,” said Ruchira Jaitly, CMO, Diageo India. “Through music—a core medium for Gen Z - we’re showcasing Smirnoff Lemon Pop’s focus on playful, inclusive expression.”

As music continues to be a key avenue for community and storytelling, We Do We aims to position the brand in alignment with Gen Z’s values of originality, participation, and co-creation.

(We got this information in a press release.)