October 2, 2003 2 October 2003 Absolut Beats, the new campaign of Absolut Puerto Rico

What do you get if you combine a violin-and-guitar duet with a DJ playing trendy lounge music and a vodka drink? Absolut Beats, the new advertising campaign of Absolut Puerto Rico, launched on Sept. 26 at a cost of $250,000.

“Absolut is renowned for its bond with fashion and the arts,” said Luis Acosta, Absolut Puerto Rico’s brand champion. “We are trying to fuse contemporary and classical music to attract a larger public through a new art medium.”

The innovative campaign is a massive two-day promotion, which will include TV, radio, and print spots; live music on crowded intersections in the San Juan metro area, Ponce, and Mayaguez; and promotions in restaurants and bars. “In two days, we are going to hit every media as a preview to the formal launch of TV spots at 9:00 p.m. on Friday,” said Acosta.The campaign, developed by advertising agency JMD Communications, presents the world of music in an innovative manner. According to Acosta, the campaign features maestros of classical, popular, and contemporary music to create new musical fusions. Among the collaborators are Cuco Peña, Ivan Robles, and DJ Gulembo.

Acosta said the creativity that distinguishes Absolut’s campaigns worldwide is on full display in the new campaign. JMD’s creative talent has found ingenious ways to integrate the silhouette of an Absolut bottle into each execution.

“This campaign marks the closing of this year’s marketing efforts. Next year we will continue to focus on music to promote Absolut,” said Acosta. “Music is a form of expression that reaches every market. Through this campaign, Absolut is trying to relate to local music, an essential part of the lives of people in Puerto Rico, by creating a nontraditional relationship with various musical forms.”