Absolut Vodka has tapped Aspen Latino to manage on-premise events for its “Global cooling” campaign.
The agency will be in charge of events aimed at urban, sophisticated, Hispanic consumers in their 20s. More than 250 “Global cooling” events — which urge consumers to take action against global warming — will be held in bars and lounges in New York, Miami and Los Angeles during the seven-month program.
Paul Stringer, EVP of Aspen Latino, outlined the target audience and was confident in his agency’s ability to reach it. “Aspen Latino has the resources on a national and local scale to pull off a program as complex, as innovative and distinctive as this,” he said. “We’re targeting a more sophisticated Hispanic consumer without being élitist and without being too exclusive. It’s a more elusive target that requires a lot of resources coupled with the market knowledge.”
At campaign events, Absolut will donate $1 to an environmental charity for each Absolut cocktail purchased; the cocktails come with a code, which must be registered online in exchange for the donation. Events also feature Absolut global cooling stations — interactive areas where partygoers can construct personal “environmental mug shots.”
“‘Global cooling’ is educational, but we wanted to make it fun and engage customers and partners to really get involved in doing something positive for the environment,” said Terry Williams, director on-premise at Absolut Spirits Co.
Absolut, a worldwide brand, has executed Hispanic marketing campaigns before, but these events represent a new approach for the vodka brand. Williams credited Aspen’s event experience in Hispanic marketing as key factors in the account win.
“There are a lot of agencies that do promotions or event marketing, but to operate in a bar or lounge or club is different and difficult,” he noted. “Events in that environment have loud music and loud talking and lots of people, and to really execute in a scenario where people, for the most part, only want to talk to you for 10 seconds, you really have to be organized, crisp, detailed and to the point.”
A core team of four is working on the Absolut account for Aspen, assisted by teams of 15 in each regional market. Stringer also cited Aspen’s 7,500-name staffing database, which is used to staff all events, as a major strength for the agency.
“This is a huge initiative for us, and this is one small aspect,” Williams said. “Success for us is people knowing what global cooling is; [ideally] we create awareness and empower people to go out and make a difference and make the Absolut world come to life. It’s about impressions, awareness and engaging consumers, customers and partners.”