Absolut advert targets G20 summit

Pernod Ricard UK has announced details of an anti-violence advertising campaign for Absolut designed to coincide with the forthcoming G20 summit.

The campaign – entitled Protest, – marks Pernod Ricard UK’s launch of its new In An Absolut World theme, which shows a world where all conflict would be resolved through peaceful and light-hearted exchanges.

As such, Protest shows campaigners and police engaging in a mass pillow fight in a city street. The campaign will run from 27 March to 2 April to coincide with the G20 summit, which takes place on 2 April.

It will be executed via advertising on outdoor digital screens in London’s Canary Wharf and across London underground platforms, as well as on a range of online news sites including The Times, The Guardian, MSN and Yahoo.

Mark Hamilton, head of marketing for vodkas at Pernod Ricard UK, said: "This is the first activity Pernod Ricard UK has undertaken since acquiring the Absolut brand so we wanted to ensure that the advert delivered genuine impact for consumers, which is likely considering the upcoming G20 summit.

“It also sets the tone for a revitalised program of Absolut activity to come in 2009, which we believe will create huge anticipation and excitement amongst consumers and our trade partners in the coming weeks and months ahead."

Alan Lodge 26.03.2009