First introduced in 2021 as a product enablement enabler, SAM is now designed to reinforce an aspirational lifestyle based on Samsung's brand purpose that highlights the company's openness to innovations and guides consumers into the exciting fully connected lifestyle.

"These are the first steps of SAM, a vivid and friendly character that from now on will play an important role in Samsung's awareness campaigns with younger consumers, mainly Gen Z. Our goal is to strengthen the consistency of our brand presence in the region", explains Carlos Villar, Samsung's Corporate Marketing Leader for Central America and the Caribbean.

SAM's debut will be in a new marketing strategy, available in digital channels from May 9th throughout Latin America, including Central America, the Caribbean, Ecuador and Venezuela.

As the star of Samsung's first regional marketing campaign in Latin America focused on the SmartThings app, SAM will first introduce the Galaxy S22's connectivity with the new The Freestyle. In addition, SAM will continue to explore more Samsung connected products as the campaign progresses.

The Samsung ecosystem includes cell phones, laptops, accessories, TVs, washing machines, air conditioners and much, much more. Internet-connected devices that together provide solutions that make life easier for consumers everywhere and anywhere, all controlled through the SmartThings app.

SAM will demonstrate how simple and amazing it is to have the Samsung ecosystem in your life. She will interact, give advice and help consumers select the best Samsung product. Stay connected on Samsung's social media channels and get to know SAM: www.samsung.com/latin, www.instagram.com/samsunglatin and @Samsungrd (Dominican Republic) and @Samsungec (Ecuador).