Absolut lights out

Absolut adapts a global initiative with thoughtful segmentation, creating empowering experiences where people can see that making a difference doesn't have to be a chore."

Absolut Vodka wanted to do its bit to help combat global warming as part of its thought provoking “In an Absolut World” campaign. The brand created Absolut Global Cooling to encourage consumers to reduce the effects of global warming by offering simple steps they can implement in their daily lives. The marketing challenge was to engage US Hispanics of legal drinking age to be socially conscious and contribute to the Global Cooling initiative.

The US Hispanic neo-yuppie was identified as an important segment of highly educated affluent consumers aged 21-39. Absolut created bilingual communications including radio, bar/club activation, retailer point-of-sale and celebrity endorsement. Absolut teamed up with Reggaeton artists Angel & Khriz to drive the Global Cooling message in bars and clubs with “Absolut Lights Out” parties. People were encouraged to compete to produce energy through human-powered generators and bicycles. If enough energy was created, a six-foot pillar of Absolut bottles would be fully lit. Hand held devices also stored energy that was used for the anticipated Lights Out moment, which was announced by the DJ with a countdown. The lights in the club would then be turned off for one minute. Then Lunix balloons, generated by human energy would illuminate the whole venue.

There were more than 20 Lights Out Parties, which lead to an increase of on-premise sales of around 5% over the duration of the programme.

BRAND

Absolut

BRAND OWNER

Pernod Ricard

CATEGORY

Drinks (alcoholic)

REGION

USA

DATE

Aug 2008 - Sep 2008

OTHER AGENCIES

The Axis Agency

MEDIA CHANNEL