Jan. 17 -- Absolut Vodka is kicking off its first-ever U.S. national sales and marketing platform, and is doing so to help address the climate change crisis.
The Swedish spirit company is joining with Live Earth to launch its Absolut Global Cooling advertising effort to encourage consumers to take simple steps to reduce the effects of global warming. The partnership with Live Earth is built on the Live Earth Film Series, which includes 60 educational short films, and represents a multi-year, multi-million commitment from Absolut. The campaign will include promotions at bars, nightclubs and retailers, along with film festivals and private events.
"Absolut boldly embraces finding a solution to the climate crisis by inspiring consumers and the hospitality industry to move from thought to action," said Ian Crystal, brand director for Absolut Vodka.