UK: Pernod Ricard to launch Absolut Rock campaign
Absolut Rock, which will launch in luxury retailer Selfridges on 1 September, will form a central part of Pernod's marketing campaign for the vodka brand, built around the strapline "In an Absolut world, you rock".
Priced at GBP19.99 and wrapped in a package of leather and studs, Absolut Rock follows in the footsteps of other limited editions, such as Masquerade and Disco.
Experiential and digital marketing during September will focus giving consumers insights into a rock band's personality and lifestyle, themed around backstage 'rider' demands of some of the most famous names in rock, said Pernod.
Key areas of London "will be transformed to the rock lifestyle", including unique experiences for consumers during gigs and concerts, according to Pernod.
Absolut Rock will be expanded to premium bars and leading supermarkets from October.
Mark Hamilton, head of marketing for vodka at Pernod Ricard UK, said: "It's a great opportunity for us to continue our relationship with Selfridges, where we recently launched the No Label bottle, as well as a chance to work with the off-trade to help them to add value and drive sales in the all-important lead up to Christmas."
Pernod Ricard is looking to boost sales of potato vodka brand Luksusowa in the US after signing a distribution deal with WJ Deutsch & Sons....
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