Ellen Von Unwerth, Kate Beckinsale and Zooey Deschanel in an extraordinary ABSOLUT VODKA collaboration
Friday 26 March 2010, 9:43AM
By Absolut Vodka
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ABSOLUT VODKA has launched the new ABSOLUT ‘Drinks’ campaign in the New Zealand market - the latest work of a new generation of creative visionaries. Through collaboration with renowned fashion photographer Ellen Von Unwerth and critically-acclaimed actresses Kate Beckinsale and Zooey Deschanel, ‘Drinks’ brings the cocktail world to life by celebrating unique ABSOLUT drinks.
This new campaign pays tribute to those drinks that have changed the scope of the cocktail community. The initiative underlines the thought that each cocktail starts with a story – from the modern interpretation of the Cosmopolitan credited to veteran New York barman Toby Cecchini, to the legendary lore of the Bloody Mary’s creation at Harry’s Bar in Paris. Honoring these classic cocktails that have been part of the norm in the drinks world for decades, ABSOLUT VODKA unveils its latest tribute to cocktail culture.
“The ABSOLUT ‘Drinks’ campaign is a witty interpretation of classic cocktails that pay homage to the legacy of the world’s number one premium vodka, ABSOLUT, as a truly iconic spirits brand and the key ingredient in making these drinks an exceptional experience for consumers and bartenders,” says Rachel Morrison, ABSOLUT Group Brand Manager in New Zealand. “No other vodka has had as much longevity within both the cocktail and creative worlds, and ‘Drinks’ is the culmination of our 30-year history of bringing collaborations to life.”
Known for her distinctly bold and playful adaptations of fashion and beauty photography, Ellen von Unwerth captures the characters of actresses Kate Beckinsale and Zooey Deschanel, as they are immersed creatively in different cocktail worlds. The drinks profiled include some of the iconic cocktails that made the brand famous: ABSOLUT Cosmo, ABSOLUT Twist, ABSOLUT Bloody and ABSOLUT Blues.
· In the ABSOLUT Cosmo ad, Deschanel adds science-fiction flair to the traditional ABSOLUT CITRON cocktail in a retro-hip, yet modern lounge.
· Beckinsale channels the 1980s, as she is inspired by the lime garnish that can work in many lightly mixed drinks in the ABSOLUT Twist ad. A second look at the ad reveals details that the swirls initially hide, with the turntable and records adding a musical theme to the ambience.
· There are many versions of the Bloody Mary legend, with all of them involving the call for Mary’s ghost while chanting into a mirror. In the ABSOLUT Bloody ad, Beckinsale brings the character to life as a stylish and mischievous temptress – one who won’t be contained.
“Our goal with ABSOLUT ‘Drinks’ was to bring a new generation of creative collaborators together to interpret ABSOLUT-inspired drinks in a highly-visualised experience, launching in New Zealand in an exciting and engaging way”, says Rachel Morrison.
The New Zealand campaign includes bold print and digital media and exceptional ABSOLUT activation in store and in bar. New Zealand fans of ABSOLUT can visit the new interactive online site at www.absolut.com/nz , or join the local ABSOLUT New Zealand Facebook page to find out about drink recipes, exclusive offers and events here in New Zealand.
FOUR CLASSIC ABSOLUT DRINKS
ABSOLUT Twist
45ml ABSOLUT Vodka
Top with lemonade
Build in a tall glass. Garnish with fresh lime wedge.
ABSOLUT Cosmo
45ml ABSOLUT Citron
30ml cranberry juice
15ml triple sec
15ml fresh lime juice
Shake and strain into cocktail glass. Garnish with an orange peel.
ABSOLUT Bloody
45ml ABSOLUT Vodka
60ml tomato juice
15ml lemon juice
2 dashes of hot sauce
2 dashes Worcestershire sauce
Build and serve. Garnish with a celery stalk.
ABSOLUT Blues
45ml ABSOLUT Vodka
20ml lemon juice
2 teaspoons sugar
Top with soda
6 fresh blueberries
Build in a tall glass and stir. Top with soda and garnish with fresh blueberries and a mint sprig.
Visit www.absolut.com/nz
Join www.facebook.com/absolutnewzealand