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US: Pernod Ricard teams up with Lady Gaga for Absolut push

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Pernod Ricard has launched a marketing push for its Absolut vodka brand in the US, which will run alongside Lady Gaga's latest tour of the country.

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The campaign, which will feature at all US dates for Gaga's ArtRave:The ArtPop Ball concert, will install two members of the audience in a special bar that makes up part of the stage, Pernod said today (2 May). The audience members will then watch the show drinking custom cocktails, such as the vodka-based Absolut Gaga.

Financial details behind the partnership were not disclosed.

"We have created a special experience where fans can actually sit inside the stage and have their own bar,” said Lady Gaga. “It's going to be a huge rave in the spirit of art and creativity."

The ArtRave:The ArtPop Ball concert tour starts in Fort Lauderdale on Sunday.

Global sales for Absolut in Pernod's YTD results, released last month, came in flat, with volumes slipping by 3%.


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