September 25, 2003 29 April 2003 Absolut Ritmos - Latin America’s rhythms in new Absolut campaign

The Swedish distiller has picked Miami, the U.S. capital of Latin music and entertainment, to debut Absolut Ritmos (Absolut Rhythms), a music-based promotional campaign that will go national later this year. Under the Absolut Ritmos banner, the company will sponsor multimedia performances that bring together a video jockey, Latin percussionists who jam with deejays and a choreographed dance troupe.

The campaign was kicked off Jan. 28 with an Absolut Akademi training session at Nikki Beach for 50 bartenders from Absolut’s local accounts and other key customers. Next stop for Absolut Ritmos is New York City, where it will launch in late May/early June, and then it’s on to other major Hispanic markets.

There will also be Spanish and English print and radio ads, and the campaign features ”wearables,” too — necklaces, guayabera shirts and tees. Graphic images for Absolut Ritmos print campaign have been designed by leading Hispanic artists.





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