Pernod-Ricard: readies global campaign for absinthe brand
Pernod-Ricard revives Absinthe with global campaign
Sarah Shearman, marketingmagazine.co.uk, Tuesday, 31 January 2012, 8:30am,
Pernod-Ricard is relaunching its absinthe brand with a campaign that plays on its cultural influence, following last year's legalisation of the spirit in France after a nearly a century of prohibition.
The drinks maker first produced the spirit, sometimes called "the green fairy", in France in 1805.
It is planning its first global campaign for its Absinthe Supéri-eure brand, which will underline the drink's associations with the arts and bohemian culture.
Pernod-Ricard has appointed Forward to create a digital platform and a series of art and fashion themed events in the UK and other key markets this year.
It also plans to collaborate with artists to produce limited-edition bottles, with a print campaign to follow in the coming months.
Pernod Ricard claims its 68% ABV absinthe was the first commercially available, and favoured by artists such as Van Gogh and Picasso.
The drink has never been banned in the UK.
This article was first published on marketingmagazine.co.uk
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