Absolut Vodka has been pushing its lifestyle image for some years—that not only is it a mere vodka, but it’s tied to the hippest and most creative places on the planet.
Its Drinks campaign, launched on to the New Zealand market this week, is a collaboration with photographer Ellen von Unwerth and actresses Kate Beckinsale and Zooey Deschanel.
And instead of providing a few drinks’ recipes, Absolut talks about the stories that gave rise to the cocktails it’s promoting. There’s a renewed cosmopolitan from New York barman Toby Cecchini, and a bloody Mary created at Paris’s Harry’s Bar.
The cocktails being profiled include Absolut Cosmo, Absolut Twist (right), the Absolut Bloody and Absolut Blues.
The complementing images range from Deschanel in a science-fiction-inspired setting, and Beckinsale in a 1980s’ one.
The Absolut website with the campaign went live on March 22 at www.absolut.com/nz; there is a Facebook page with New Zealand-specific offers.
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