Pernod Ricard announces first ads for Absolut

Details have been announced of the first promotional campaign for vodka brand Absolut since its acquisition by Pernod Ricard (P-R).

P-R completed a £4.4bn acquisition of Vin + Spirit, owner of Absolut, in July of last year, and has identified it as a key part of its portfolio worthy of repositioning as a premium brand.

Now it has launched 'Protest,' the first instalment in an advertising campaign titled 'In an Absolut World' and involving online advertising and high-tech digital outdoor screens.

The campaign will run from March 27 to April 2 to coincide with the G20 summit, which takes place on April 2. Clips will run on websites including The Times, The Guardian, MSN and Yahoo between March 27 and April 2, as well as on digital screens in London's Canary Wharf and across London underground platforms.

The launch of 'Protest' has been timed to coincide with the G20 summit on April 2 as its concept should resonate ahead of the political event. It depicts a world where all conflict would be resolved in peaceful and light-hearted exchanges, showing campaigners and police engaging in a mass pillow fight in a city street.

Mark Hamilton, head of marketing for vodkas at Pernod Ricard UK, said the adverts "sets the tone for a revitalised program of Absolut activity to come in 2009, which we believe will create huge anticipation and excitement among consumers and our trade partners in the coming weeks and months."