Pernod Ricard UK is to launch the first advertising campaign for Absolut since the drinks giant bought the vodka brand from Vin & Sprit last year.
The “Protest” campaign, created by TBWA, aims to depict a world where conflict can be resolved in peaceful and light-hearted exchanges.
It shows campaigners and police engaging in a mass pillow fight in a city street. It breaks tomorrow (March 27) and will run through to April 2009 to coincide with the G20 summit in London on April.
Activity will include outdoor digital screens in London’s Canary Wharf and across London underground platforms and an online campaign on news sites including The Times, The Guardian, MSN and Yahoo.
Mark Hamilton, head of marketing for vodkas at Pernod Ricard UK says the campaign “sets the tone” for further Absolut marketing activity planned for this year, which the company hopes will “create huge anticipation and excitement amongst consumers and our trade partners in the coming weeks and months ahead.”
Pernod Ricard bought bought Vin & Spirit, which owned Absolut Vodka for €5.63 billion last March.