Today, Absolut unveils its new brand platform, Planet Earth’s Favorite Vodka, demonstrating its continued commitment to global values and actions through Product, Planet and People.
Product: Every bottle of Absolut is produced in and around the small village of Åhus in Southern Sweden using the most efficient farming processes, designed to yield twice as much product as the global average.*
Planet: From seed to sip, almost everything used in Absolut’s distillation product is reused or recycled – for example, probiotic-rich leftovers from fermentation is used to feed thousands of local livestock.
People: Absolut has been a pillar in the LGBTQ community since 1981, when LGBTQ advocacy was still seen as daring for most brands. Today, Absolut continues to collaborate with LGBTQ rights groups and artists to tackle issues that are important to the community.
Party with a Purpose on Earth Day
To kick-off the campaign, Absolut focused on Los Angeles and New York City to listen and learn about the waste issues impacting our country’s coasts – waste pollution in L.A. and recycling in N.Y.C.
- In New York City, Absolut is piloting the world’s first-ever bar where recyclables are used as currency, at the Absolut Recycle Bar, to raise awareness around recycling efforts in NYC.
- In Los Angeles, Absolut teamed up with Dan Tobin Smith to create an interactive billboard out of trash collected from coastal waters in partnership with Global Inheritance. Consumers are invited to view the billboard and enjoy cocktails today at AEG’s L.A. Live Plaza unveiling event.