Absolut Protest focuses on G20 theme

10 April, 2009

Pernod's first ad campaign for Absolut since its acquisition of Vin & Sprit in 2008 was launched during last week's G20 summit.

Called Protest, the ad shows campaigners and police having a huge pillow fight in a city street - a scene far removed from the

clashes

in London preceding the event.

It was created to show the peaceful way that conflict can be resolved and continues the brand's strapline In An Absolut World.

The ad appeared on outdoor digital screens in London's Canary Wharf and across

the Underground's platforms, as well as on online news sites, including

the Times,

the Guardian, and MSN.

Mark Hamilton, head of marketing for vodka, said: "We wanted to ensure that the ad

delivered genuine impact for consumers - which is likely considering the G20 summit."




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