Pernod Ricard Travel Retail is launching a global marketing campaign this month entitled In an Absolut World No Destination Is Impossible to “celebrate the global traveller in space and mind”. According to the drinks company, the campaign is aimed at the contemporary global business and leisure traveller who values the trip as a means of expanding perspectives geographically, mentally and intellectually.
In a statement, the company said: “This campaign is created for longevity and will introduce the global traveller to a series of ideal destinations, the only boundaries for which are those of imagination. The first of these is The Eternal Sunset Coast, an ideal destination where the most romantic and poetic moment of the day lasts eternally.”
The campaign, which is being launched initially at Singapore Changi, London Heathrow and Frankfurt airports, is the first to use In an Absolut World as a marketing platform.
With reference to the aforementioned travel guide gift, the campaign is being run in collaboration with Monocle, a global affairs magazine created by Editor in Chief, Tyler Brûlé. This is a special In An ABSOLUT World travel guide with 12 selected features identifying the magazine’s ideal destination.
“As a special bonus to our ultimate travel guide we have compiled our favourite features from our most loved destinations and asked Satoshi Hashimoto - one of our favourite illustrators - to render the elements we’d like to see punctuate a perfect destination IN AN ABSOLUT WORLD,” said Editor in Chief Tyler Brûlé in his foreword.
The Absolut Company global travel-retail director Anders Olsson said: “Our market is all about travelling, physically and mentally, so we are excited about introducing a campaign concept that adds new dimensions to the art of voyaging, with the traveller in the role of the hero.”
Absolut Vodka has launched Recognize the Moment, a responsible drinking campaign that goes one step further than simply telling adult consumers it’s important to drink responsibly. Through interactive mobile, video and social networking channels, Recognize the Moment gives consumers easy-to-use tips and tools they need to make responsible decisions–if, and when, they choose to consume alcohol.
“Promoting the responsible consumption of alcohol is of paramount importance to Absolut Vodka,” said Ketil Eriksen, CEO of The Absolut Company, owned by Pernod Ricard. “By leveraging the innovative nature and iconic influence of the Absolut brand, we believe that we can help consumers think about responsible drinking in a truly unique way.”
Legal drinking aged consumers are encouraged to visit the Recognize the Moment Web site – absolut.com/recognizethemoment – to send themselves a personalized text message reminder to consume responsibly; become a fan of Recognize the Moment on Facebook and poke their network of friends with a reminder to enjoy with Absolut responsibility; scan the video library to watch testimonials from individuals around the country, and read data compiled from several expert organizations about moderate drinking standards in countries across the globe, and the influence of physical characteristics on how alcohol can affect them.
“Drinking responsibly is about being cognizant of the moment in time when you have a choice to make, and being prepared to make a responsible decision,” said Tim Murphy, Vice President of Marketing for the Absolut brand and vodka portfolio in the US. “Through Recognize the Moment, we’re using new media to provide people with information, tips and tools so that if they chose to consume alcohol, they can do so with Absolut responsibility.”
“Recognize the Moment” is the latest demonstration of Pernod Ricard’s commitment to responsible alcohol consumption. In August, 2007, the company’s US subsidiary, Pernod Ricard USA, launched “Accept Responsibility,” a comprehensive initiative addressing three critical alcohol issues – drunk driving, underage consumption and binge drinking.
The Accept Responsibility campaign, which includes a website–acceptresponsibility.org–encourages individuals to accept responsibility for their decisions by highlighting common excuses used to justify irresponsible alcohol consumption.
After few days here we have the English version of press release about Absolut Colors which appeared on press.absolut.com. Thanks to Frank for finding it! I picked up the major parts:
“ABSOLUT COLORS builds on our history as a brand that has always encouraged people to be who they are”, says Nina Gillsvik, International Brand Director ABSOLUT at V&S Absolut Spirits. “Almost thirty years ago, when our company decided to do our bit in supporting the rights of the individual, we were considered bold. Today we can look back on those days and that decision with pride. For us, ABSOLUT COLORS is a natural way to continue to inspire people to let their true colors shine and be proud of who they are.”
ABSOLUT COLORS will be introduced in May, with the launch of a limited edition package inspired by the rainbow flag where the text on the bottle carries a message on embracing diversity. Apart from the special edition bottle, the ABSOLUT COLORS initiative will also include a limited edition cocktail book – the ABSOLUT COLORS Cocktail Collection. The book is a stylish guide to colorful drinks, based on the six colors of the rainbow flag.
311,000 ABSOLUT COLORS bottles have been ordered worldwide, ensuring that this ABSOLUT packaging will be available to all consumers who want to celebrate the rainbow flag and the LBGT movement.
In 1978, Gilbert Baker of San Francisco designed and made a flag with six stripes representing the six colors of the rainbow as a symbol of gay and lesbian community pride. Slowly the flag took hold, and today it is recognized by the International Congress of Flag Makers, and is flown in lesbian and gay pride marches worldwide. This year the flag acts as a symbol of progress made, and friends of the movement are invited to join the celebrations.
The limited edition ABSOLUT COLORS bottles and cocktail book will be available in travel and duty free stores as well as in retail stores in selected markets. Funds raised from the sales of the bottle and book, and also funds from an online campaign and initiatives on local markets will be donated to InterPride, The International Association of Lesbian, Gay, Bisexual, Transgender and Intersex Pride Coordinators, to support the organization’s worldwide networking, education and mutual support of member LGBT Pride Organizations. The Pride movement has three main premises: that people should be proud of their sexual orientation and gender identity, that sexual diversity is a gift, and that sexual orientation and gender identity are inherent and cannot be intentionally altered.
“We are honored to be a part of the ABSOLUT COLORS initiative. ABSOLUT has proven to be a longterm and reliable supporter of the LGBT community, says Russell Murphy, co-president of InterPride. “We will use the funds to support economically disadvantaged members of our organization so that they can take part in our educational program and become better equipped for carrying out the Pride message on local level.”
A mango variant of Vin & Sprit’s Absolut Vodka brand will be available in global retail travel in February. The company said that the mango flavour will be available in local markets going forward but specific details were not available.
ABSOLUT MANGO is reportedly made from natural ingredients without added sugar or sweetener, and is packaged in an asymmetrical transparent glass bottle contoured with mangos.
“We are confident in the high volume potential of ABSOLUT MANGO,” said V&S VP of marketing Matthias Aeppli. “Not only because mango is a commercially under-explored flavour, but also since mango has a strong global appeal. It is widely accepted but still perceived as exciting, exotic and different.”
Since September the ABSOLUT 100 bottle should be available in all good stores all around the USA so forget about the Duty-Free shops and visit the store near you :)
PR: Experience a noticeably different class of 100-proof vodka with ABSOLUT 100 – a new premium spirit to be launched by ABSOLUT in September.
ABSOLUT 100 is a bold, mixable, and noticeably smooth 100-proof vodka that stands out and stands up in a cocktail. Its unique black bottle, glossy finish and dazzling silver letters show off its confidence and style, making it a perfect choice for bottle service and gift giving occasions.
Sizes: 200 ml, 375 ml, 750 ml and 1 liter
(PR) V&S ABSOLUT SPIRITS announces the launch of Level, a new vodka of the highest quality. Level is the perfect balance of smoothness and character, which is achieved by a unique combination of two distillation methods, a new level of vodka.
Level is our long-awaited entry into the vibrant super-premium vodka segment in the US, said Bengt Baron, president, V&S ABSOLUT SPIRITS. The innovative combination of distillation methods delivers a unique product with refined taste. We are confident consumers will agree Level was worth the wait. For the first time, a vodka is being produced by combining two distillation methods. This production process involves continuous distillation, which distills the vodka hundreds of times to ensure unparalleled smoothness, and batch distillation, where the vodka is produced batch-by-batch in pot stills under the attentive eye of expert distillers, which results in Levels refined taste.
Level is produced in hus, Sweden, to ensure it is of the highest quality, but it is a truly different product with its own identity, said Baron. One taste and consumers will see it is a completely new level of vodka.
The name Level communicates the vodkas point of difference the perfect balance of smoothness and character. This positioning also extends to the bottle, which is frosted, tall and slim with perfectly balanced proportions. It has a heavy base, and its front features a small silhouette of the ABSOLUT bottle.
Level will be launched in the United States in March 2004 priced competitively within the super-premium segment. It will also be available at selective duty free retail stores outlets globally in May 2004.
Level can be enjoyed neat, over ice or in a martini. Level is also excellent mixed.
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ABSOLUT will launch in September a new ad in the ABSOLUT CITIES ad range: ABSOLUT AMSTERDAM. For this new ad ABSOLUT VODKA is organizing an exhibition with the same name. ABSOLUT AMSTERDAM is an exhibition about Amsterdam according to the rest of the world. In more than 2.000 pictures and 24 hour of film we see what inhabitants of other world cities see in Amsterdam. ABSOLUT AMSTERDAM is to admire from 9 until 28 of September 2003 on and around the Filmmuseum, Vondelpark 3 in Amsterdam.
The differences in opinion on the typical characteristics of Amsterdam are huge. The real Amsterdam inhabitants view the city totally different than the tourist catching breath a day between Copenhagen and Paris. To illustrate this ABSOLUT is organizing the exposition ABSOLUT AMSTERDAM.
ABSOLUT AMSTERDAM was created out of curiosity to the typical holiday snapshots from all those thousands and thousands of people visiting the city every year for a couple of days. What do they found beautiful or special? What is strange, ugly of ridiculous? Do they all see the same or is their origin determining their view? Around the whole world there are millions of pictures of Amsterdam ended up in holiday photo albums. Everybody who ever wondered how such an Australian, American or Russian photo album would look like is now given the opportunity to satisfy his curiosity, says Annemieke van der Heijde, brand manager ABSOLUT. Of course the view of the real inhabitants of Amsterdam isnt missing in the exposition. Famous and less famous inhabitants of Amsterdam will deliver their support to the ABSOLUT AMSTERDAM exhibition with their insider view on Amsterdam.
ABSOLUT CITIES ABSOLUT AMSTERDAM is the most recent advertisement in the ABSOLUT CITIES ad range. The ABSOLUT CITIES ad range started in 1987 with ABSOLUT L.A. In the ABSOLUT CITIES ads ABSOLUT pays tribute to all those cities pictured in the range: from Seville to Stockholm and from Manila to Mexico City. The new ABSOLUT AMSTERDAM advertisement, which takes a central place in the exposition, will be launched in September 2003, says Mattias stlund, Communications Manager The Absolut Company. Its the second time that ABSOLUT aims its view to Amsterdam.
The ABSOLUT ALBUM COVERS collection has gained yet another item the cover of the album O! by MAANAM. This way, MAANAM has become the first band in Central Europe to join the group of artists such as David Bowie, Judas Priest, Miles Davis, The Velvet Underground or John Lennon, to whom ABSOLUT pays a tribute for their contribution to the proliferation of music.
MAANAM is one of the top Polish rock bands. The band, headed for 20 years by Kora and Marek Jackowscy continues to surprise millions of fans not only in Poland, but also abroad. Now, ABSOLUT brand has acknowledged the bands achievements and their impact on the history of Polish music. The cover of the album O! has inspired a new piece in the ABSOLUT ALBUM COVERS collection.
The album O! had been recorded in the Sound Recording Studio of the Stu Teathre in Krakw, in February 1982. The greatest hits of this album included Paranoja jest goła, Nie poganiaj mnie and the title song O, nie rb tyle hałasu!. The album also includes musical jokes such as: Bodek or AN-24 ANTONOW as well as an exceptional solo by Tomasza Stańko in the piece Zwierzę. The album O! would have been probably the greatest musical hit in the history of Poland if only there had been enough vinyl to produce the album. The line of people waiting to buy the album at the Warsaw club Akwarium stretched for over a kilometer. Orders were placed for over 1.5 million copies. Despite the unfavorable circumstances resulting from the martial law, the album sold out in a flash, partially even without covers. Thanks to this success, never repeated by other band, MAANAM has remained one of the most popular bands and continues to be one today. That is why the cover of O! has joined the ABSOLUT ALBUM COVERS collection.
We want our ABSOLUT ALBUM COVERS collection to include a pantheon of artists who have formed the shape of the contemporary music scene said The ABSOLUT ALBUM COVERS collection has gained yet another item the cover of the album O! by MAANAM. This way, MAANAM has become the first band in Central Europe to join the group of artists such as David Bowie, Judas Priest, Miles Davis, The Velvet Underground or John Lennon, to whom ABSOLUT pays a tribute for their contribution to the proliferation of music.
MAANAM is one of the top Polish rock bands. The band, headed for 20 years by Kora and Marek Jackowscy continues to surprise millions of fans not only in Poland, but also abroad. Now, ABSOLUT brand has acknowledged the bands achievements and their impact on the history of Polish music. The cover of the album O! has inspired a new piece in the ABSOLUT ALBUM COVERS collection.
The album O! had been recorded in the Sound Recording Studio of the Stu Teathre in Krakw, in February 1982. The greatest hits of this album included Paranoja jest goła, Nie poganiaj mnie and the title song O, nie rb tyle hałasu!. The album also includes musical jokes such as: Bodek or AN-24 ANTONOW as well as an exceptional solo by Tomasza Stańko in the piece Zwierzę. The album O! would have been probably the greatest musical hit in the history of Poland if only there had been enough vinyl to produce the album. The line of people waiting to buy the album at the Warsaw club Akwarium stretched for over a kilometer. Orders were placed for over 1.5 million copies. Despite the unfavorable circumstances resulting from the martial law, the album sold out in a flash, partially even without covers. Thanks to this success, never repeated by other band, MAANAM has remained one of the most popular bands and continues to be one today. That is why the cover of O! has joined the ABSOLUT ALBUM COVERS collection.
We want our ABSOLUT ALBUM COVERS collection to include a pantheon of artists who have formed the shape of the contemporary music scene said Jan Eva Kempe-Forsberg, Vice President Marketing, The ABSOLUT Company and MAANAM fulfills this criterion.
At first we thought ABSOLUTs proposal was a joke, because it had been the album O! that had sold partially without covers, because of supply problems said Kora Jackowska of MAANAM now we are happy that this cover that is so dear to us will gain a new life in such an interesting company of other works.
The ABSOLUT ALBUM COVERS collection is a tribute to artists whose work has created new paths in international music. It represents various aspects and styles in cover design it is a unique combination of pop art, photography, realism and abstraction, minimalism and ostentation. Since its inception last year, the collection has gathered the illustrations to some of the most profound events in international music. These include the cover of the The Velvet Underground showing Andy Warhols bananas, the profile of David Bowie from the Alladin Sane album or the album British Steel by Judas Priest.
ABSOLUT ALBUM COVERS is part of The ABSOLUT Companys deeper cooperation with the world of art & fashion, which has to date included 400 artists from around the world both celebrities and rising stars. The features of the ABSOLUT brand: clarity, simplicity, and perfection are reflected in the works of the greatest artists, such as Andy Warhol, Gianni Versace or Annie Leibovitz. The works presented by the ABSOLUT brand combine various disciplines of art, gaining more expressive power. Apart from the world of music, ABSOLUT also inspires sculptors, fashion and glass designers, architects and photographers. Their works have appeared in the advertising campaigns and in art shows from the ABSOLUT ART, ABSOLUT FASHION and ABSOLUT CITIES series throughout the world.
THE ABSOLUT COMPANY, a division of V&S Vin&Sprit AB, is the owner and producer of the ABSOLUT VODKA, ABSOLUT PEPPAR, ABSOLUT CITRON, ABSOLUT KURANT and ABSOLUT MANDRIN brands. ABSOLUT is the third biggest spirit brand in the world and is sold in more than 125 countries. ABSOLUT is produced exclusively in the Ahus distillery in Sweden and the companys office is located in Stockholm.
An acknowledgement of the designers and photographic team whose creativity has made this another tremendous ABSOLUT campaign. ABSOLUT METAMORPHOSIS was conceived and created by Sophie Guyon, Creative Director of TBWA. Blinkk is a trio of photographers from Britain, France and the Lebanon that has gained an enviable reputation for innovatively-styled advertising shoots and strong art direction. Working with clients in London, Paris, Hamburg and Tokyo they have developed a unique vision of fashion, still life and a very personal vision of cars.
Blaak is a design duo established in 1998 by Sachiko Okada and Aaron Sharif whilst both were studying at Central St. Martins. The raison detre of Blaak is to explore the intensity, the meaning and the identity of the colour black: why certain people wear it, how they wear it and how they feel wearing it. The results not always in black have been shown three times during London Fashion Week.
Bettina Menditeguy for Sangre Argentina. This fashion house, specializing in leather accessories bags, shoes, suitcases displays both craftsmanship and innovation and has featured in Wallpaper, perfect proof of its cutting-edge design profile. Betina Menditeguy is the lead designer at Sangre Argentina. Her football bag, created for the 2002 World Cup was eagerly snapped up.
Hamish Morrow is becoming known for his innovatively-styled accessories which often consist of geometric layers. Born and raised in South Africa, he graduated from Central St. Martins and the Royal College of Art and designed for Byblos in Milan. Morrow won the Marks & Spencer New Generation award in 2001 and is now working as a consultant for Louis Feraud with Yvan Mispelaere. His collections are a feature of London Fashion Week and his work has appeared in Vogue. Bjork is a Hamish Morrow fan.
Patrik Soderstam is one of the most exciting designers around and his experiments with colour and shape are worth watching and waiting for. His holed T-shirts are especially sought after. He left his native Sweden to study at Central St. Martins, where he was awarded the prize for best menswear designer of his year. Soderstam shows are now a regular feature of London Fashion Week and his clothes retail in London, Tokyo, Paris, New York and Hong Kong.
Denis Simachev is widely regarded as the best of the current crop of Russian designers and the most Russian of them. He graduated from the Kosygin State Textile Academy as a footwear production engineer. At the Academy Russias top school for designers he met the five who now design with him under the name Denis Simachev. The brand cheerfully uses a Soviet theme and no Russian fashion editor is worthy of the title if he/she hasnt been photographed wearing a Denis Simachev Im from the USSR T-shirt.
Rafael Lopez has gained a reputation as one of Spains edgiest designers and pays homage to that classic icon of his homeland: the matador. Trained at Central St. Martins, Lopez specializes in intricate detail such as tiny pin-tucks and lace insets. His elegant, gypsy-inspired spring 2002 collection was highly appreciated. Januarys chrysalis-to- butterfly features a vividly-coloured matador cape with an intricately-worked motif in the lining.
Richard Nicoll is a talented Australian designer, selected for his avant-garde fashion. He mixes panels of bright colour and finishes outfits with total professionalism. Another Central St. Martins graduate, he has already won the Lancome Colour Award and the Chloe Young Design competition.
H.Stern takes the concept of jewellery to another level using gold mesh, fine chain links and filaments. This Brazilian design studio searches the past for inspiration and interprets its findings in a most contemporary way.
Georgina Goodman puts enough style into her shoes to turn anyone into a shoe fetichist. A rising star on the British fashion scene, she is an outstanding experimentalist, combining traditional shoemaking with cutting-edge shapes and colours. Each collection is a real event. Goodman learned her craft at the Royal College of Art in London and went on to win awards such as United Arrows 2000 and Manolo Blahnik 2000. Her designs feature regularly in titles such as Elle and I-D magazine.
Katarzyna Szczotarska was selected for her highly experimental style. Her talent lies in going beyond the material to the conceptual and the resulting designs almost fall within the realm of haute couture. Szczotarska began her training in fashion in her native Poland and she continued at the London College of Fashion. She now works in Paris as principal assistant to Belgian designer Martin Margiela at Hermes and shows in her own name at the London Fashion Week.
Sophia Kokosalaki is the hottest designer on the Greek fashion scene and now considered a rising star on the London scene. She is reputed for her draped accessories and finely-worked leather, and her designs always carry strong references to her native Greece. Kokosalaki freely uses references from folk culture such as hand-worked embroidery.
Markus Lupfer studied fashion design in his native Germany before transferring to the University of Westminster. Now permanently based in London, Lupfer has earned a reputation for his intricate work with leather and readiness to experiment with colour. He is naturally attracted by high quality fabrics such as cashmere and uses them in highly unusual ways, making him a regular on the London Fashion Week schedule since 1999.
