ABSOLUT VODKA and Live Earth are joining forces to leverage the power of film to engage audiences in an effort to solve the climate crisis. Marking the first-ever national sales and marketing platform in the spirit brand's history, the program, dubbed ABSOLUT Global Cooling, encourages consumers to reduce the effects of global warming by offering simple steps they can implement in their daily lives. Borne from the brand's recently introduced "In an Absolut World" advertising campaign, this initiative calls attention to another of the proposed "absolutes" - the world would literally be a cooler place...not warmer, due to global warming. The solutions-oriented partnership with Live Earth, which is built on the Live Earth Film Series (60 educational and compelling short films), builds on the long heritage of environmental responsibility by ABSOLUT and represents a multi-year, multi-million dollar commitment to bring the program to life in multiple channels - from bars, nightclubs and retailers to 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, ABSOLUT Vodka. "Through our partnership with the Live Earth Film Series and other compelling promotions, events and marketing components, we are afforded a unique opportunity to influence consumers to enjoy a social lifestyle while having a real impact on global warming."
As the official sponsor of the Live Earth Film Series, a collection of humorous, pithy and serious dialogues about the effects of global warming, ABSOLUT will release various films exclusively at more than 70 festivals around the country. Kicking off the year-long initiative, five notable films will be showcased at the ABSOLUT Live Earth Green Screen Lounge at the Sundance Film Festival from January 18 through January 24. Consumers unable to attend the festival can view the films online at www.liveearth.org/films.php.
"The global climate crisis is the most critical issue facing humanity. The goal of the Live Earth Film Series is to trigger a groundswell of people who will make solving the climate crisis a priority and promote meaningful changes in their lives," said Nina Guralnick, Live Earth president. "ABSOLUT Vodka's sponsorship of these films provides the ideal vehicle to bring a message of environmental responsibility to people and inspire them to change themselves and the world around them."
Every Sip Makes a Statement
ABSOLUT Global Cooling kicks off this month with the year-long "Every Sip Makes a Statement" promotion. The program encourages consumers at all touch points to get involved in Global Cooling by registering their ABSOLUT bottle or cocktail codes at www.absolut.com/GlobalCooling where they will have the opportunity to activate their eco-donation to one of three eco-charity partners. The charities selected were based on their creative solutions to making the Earth a "cooler place" and include the Environmental Media Association*, The Fruit Tree Planting Foundation* and The Ocean Foundation*. Throughout 2008, ABSOLUT will donate up to $500,000 to support these Global Cooling initiatives.
ABSOLUT will donate $1 per registered code for a bottle or cocktail of ABSOLUT, ABSOLUT Citron or ABSOLUT Mandrin to the three environmental nonprofits, providing proof that indeed every sip counts. Cocktails at bars and nightclubs come with "Cooling Cards," where donations are activated instantly via text or online. At retail locations, "Cooling Code" stickers, found inside recipe cards, will when chilled reveal a code that is activated at www.absolut.com/GlobalCooling.
