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01.2010

Massachusetts Beverage Business

archivedPromotions

ABSOLUT VODKA

newest campaign, Drinks,  is a collaboration between renowned fashion photographer Ellen Von Unwerth and actresses Kate Beckinsale and Zooey Deschanel.  With the tagline, “Every Drink is an Exceptional Experience”, the ads are a tribute to those drinks that changed the playing field within the cocktail community and continue to have relevance today.  The initiative underlines that every cocktail starts with a story – from the legendary lore of the Bloody Mary’s creation at Harry’s Bar in Paris to the legions of female fans of the Cosmopolitan.  Photographer von Unwerth captures the actresses characters as they are immersed in different cocktail worlds.  The drinks profiled include the Absolut Bloody, Cosmo, Twist, and Crush, as well as a new recipe to be revealed in the coming months.  There are many versions of the Bloody Mary legend – all of them involve calling Mary’s ghost while chanting into a mirror.  In the Bloody ad, Beckinsale brings the character to life as a mischievous temptress.  In the Cosmo ad, Deschanel adds a science-fiction flair to the traditional Citron cocktail in a retro-hip yet modern lounge as she plays the role of a “cosmo”-naut.  Beckinsale channels the 198Os as she is inspired by the lime garnish in the Tonic Twist ad.  In the Crush ad, Beckinsale is larger than life, walking through a Miami-like city. “Crush” is another way of saying “squeeze” for fresh-squeezed juice.

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