NEW YORK: PR is a major component of an integrated marketing campaign Absolut Spirits Co. has begun for its new Absolut Raspberri flavored vodka.Ketchum, AOR for the Absolut brand, is handling media relations and launch events being done for Raspberri with media partners like Maxim magazine, said Lorne Fisher, director of PR and events for Absolut. PR spending on the launch, with events extending through the end of this year, will be in the low six-figure range. Total marketing spending on the campaign is in the $9 million to $10 million range, according to media estimates. The new flavor is aimed at male drinkers ages 21 to 29, a group that now consumes a third of all flavored vodkas sold in the US, explained Fisher. One PR move for the new Raspberri has been to recruit a columnist for Stuff magazine as a spokesperson for the new flavor, he said. The columnist offers men advice on women. The new flavor is working with a half-dozen men's magazines as media partners and likely will have more than a dozen parties for consumers at clubs across the country between now and December, Fisher pointed out. Ketchum will work on those events. Ketchum is also doing targeted media relations, getting coverage of new advertising for Raspberri in The New York Times, and interviews for Absolut's CEO on CNBC and other media outlets, Fisher said.
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