Absolut gambles with protest-themed ads ahead of London's controversial G20 Summit

by Bill Britt, marketingmagazine.co.uk 26-Mar-09, 11:15

LONDON - Absolut vodka is launching a protest-themed campaign in which campaigners and police engage in a light-hearted pillow fight in a city street.

The ads coincide with next week's G20 summit in London, which the Metropolitan Police are warning is attracting anarchists and environmentalists who are planning "unprecedented" mass protests to exploit the global economic crisis.

The Absolute campaign, the first since Pernod Ricard bought the brand from Sweden's Vin & Sprit, presents life "In An ABSOLUT World."

"The ‘Protest' advertising delivers this vision by creatively depicting a world where all conflict would be resolved in peaceful and light-hearted exchanges," according to the company. "It is designed to show the peaceful and fun way in which conflict would be resolved ‘In An ABSOLUT World.'"

The campaign will run from 27 March and ends on 2 April, the day the G20 summit begins. It will be appear on outdoor digital screens in London's Canary Wharf and across London underground platforms, as well as on a range of online news sites including The Times, The Guardian, MSN and Yahoo.

Mark Hamilton, head of marketing for Vodkas at Pernod Ricard, said: "We wanted to ensure that the advert delivered genuine impact for consumers - likely considering the upcoming G20 summit."