Pernod Ricard uses ink from racist placards to fuel new Absolut campaign – video | Beverage Industry News

Pernod Ricard‘s new global Valentine’s Day campaign for the Absolut vodka brand includes limited-edition bottles made with ink extracted from racist and anti-LGBT+ hate signs.

The Absolut Drop bottles will also feature the word “love” in a number of languages. Pernod said the campaign highlights diversity and shows “how a drop of love can go a long way”.

A 20-second ad will support the bottle launch in more than 80 Absolut markets around the world. The spot will be joined by a digital campaign in partnership with LGBT+ rights campaigners Stonewall.

Chris Richards, head of marketing for Absolut, said: “This campaign champions the brand’s belief of building a more open world, using creativity to drive positive change.”

The Absolut Drop campaign is part of the brand’s ongoing brand platform, ‘Create a Better Tomorrow, Tonight’. In the UK, the limited-edition bottles will have an SRP of GBP19.45 (US$26) across grocery, convenience and wholesale channels.

Why consumers are demanding more experiential marketing activations – Consumer Trends




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