Absolut Vodka asks John Doe to help it forge links with the arts

Absolut Vodka will look to forge greater links with music, art and film after hiring a new marketing manager and overhauling its PR roster.

Absolut Vodka: appointed John Doe as its retained consumer agency
Absolut Vodka: appointed John Doe as its retained consumer agency

The Pernod Ricard brand has appointed John Doe as its retained consumer PR agency in the UK following a competitive pitch. It has used Paget Baker for consumer support for the past seven years.

John Doe is charged with developing and supporting a series of collaborations within the art, music and fashion world and promoting forthcoming new products.

The agency switch follows the appointment of Adam Boita as UK marketing manager. Boita joined the drinks brand in March this year from Sony Computer Entertainment, where he was UK marketing manager.

Boita told PRWeek that Absolut Vodka was aiming to 'further engage the creative community within art, music, fashion and film', but declined to provide further details.

Absolut Vodka claims to be 'the world's brand of premium vodka' with more than ten million nine-litre cases sold in 2008/2009, up from just 10,000 when it was launched in New York in 1979. Every bottle of Absolut is produced in Ahus, in southern Sweden.

John Doe founder Rana Reeves said: 'Absolut Vodka is one of the dream brands to work on with an impeccable creative track record. We cannot wait to get our hands on this brand.'

As part of the brief, the agency will work with Absolut to establish the vodka brand within the creative and style industries as well as offering press office support for product innovations.

Since it was first bottled more than 30 years ago, Absolut has run a number of creative initiatives. Andy Warhol painted the first art ad for the brand. Today, the Absolut Art Collection comprises more than 800 pieces by artists including Damien Hirst.

Weber Shandwick also works with Absolut supporting the brand's trade PR in the UK.

John Doe recently won a brief for Vauxhall Motors to work as its sole agency across its brand and product life-style briefs.

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