US: Absolut launches Absolut Raspberri in US

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The Absolut Spirits Company has announced the launch of Absolut Raspberri, the sixth addition to the Absolut Vodka family. The company will run a TV advert for the raspberry-flavoured vodka starting today.

The integrated marketing launch also includes print, online and outdoor advertising, consumer events, on-premise promotions, targeted public relations and customer-relationship marketing.

"Absolut Raspberri is our latest addition to the growing flavoured vodka segment and an entirely different raspberry than anything else currently on the market," said Carl Horton, president and chief executive officer, The Absolut Spirits Company, Inc. "Our unprecedented support for the brand will ensure Absolut Raspberri will be a significant player in the fastest growing flavour segment in the category."

The new vodka is now nationally available in 50ml, 750ml, 1-litre and 1.75 litre siren-red bottles. It is also available in 1-litre sizes at duty free retail outlets globally.

"All of our launch efforts will centre around communicating the wild and intense taste of Absolut Raspberri," said Matthias Aeppli, vice-president of marketing, The Absolut Spirits Company, Inc. "Extending the brand's affiliation with art, in this case street art, will help differentiate Absolut while speaking to our target consumer who already enjoys flavoured vodka."

Four street artists - David Ellis, Kenji Hirata, Maya Hayuk and Phil Frost - were given the traditional Absolut ad - a bottle in the centre with a halo background - as a starting point to create their artistic interpretation. The work will be used in both television and print/outdoor advertising.

The television spot begins with an oversized Absolut Raspberri bottle with a halo background that fades to black, reminiscent of the iconic print advertisements. As the scene progresses, the artists appear and use the bottle as a canvas to "Unleash the Raspberry." A still camera captures the process every 30 seconds illustrating the complete evolution. The result becomes hypnotic and rhythmic as the paintings come to life for the viewer and transition from one to another across four 30-second spots, highlighting the distinct styles of each artist while illustrating their roots in street art.

Three print executions have been created - each featuring one artist's work - and will run in the September issues of Blender, Sports Illustrated, Men's Journal and CARGO to Essence, Entertainment Weekly, US Weekly and Cosmopolitan. In addition, these executions will be featured in outdoor advertising including bus shelters, wild postings and wallscapes in New York, Miami, Philadelphia, Los Angeles, Boston and Chicago.

Sectors: Spirits

Companies: Absolut

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