NEW YORK: Ketchum Entertainment Marketing (KEM), a division of Ketchum, has begun a PR push for Absolut Vanilia, the newest variety of the liquor.
The efforts will capitalize on the quality of the natural ingredients used in the new flavor, and its potential as a mixer with several beverages, like cola, that aren't usually mixed with vodka.
"The taste of the new flavor is such that it mixes with anything," said account supervisor Jared Dougherty. "It's a very versatile flavor."
As part of Absolut's attempt to reach more men, KEM has already sought placements in magazines such as Maxim, Stuff, and Playboy, as well as food magazines like Gourmet.
Ketchum has worked with the Absolut brand for about a year. The campaign for Vanilia also includes a major advertising effort, and has been reported to cost up to $9 million.