Bessette on the campaign's digital component:
We are working on a digital component that has not been finalized, but as we continue to roll out this campaign there will eventually be a very specific digital component. At the end of the day we want to have our consumers tell us what our new advertising will be down the road. Ultimately "In an Absolut World" our consumers will tell us their vision and we’ll turn that into actual creative. We definitely want to hear what our consumers have to say and this campaign is all about connecting with them. We want them to be challenged and ask them what they think and that will be a part of our campaign going forward.
Bessette on media outreach:
We obviously wanted to generate excitement for our guerrilla activities, so we reached out to the non-traditional media outlets and blogs. We wanted our consumers to understand that this was happening and we wanted to drive traffic to these guerrilla activity locations so as many people could experience this as possible. The campaign is still rolling out and we just launched a broadcast spot last week so we're gonna be able to go back to the well with really specific regional stories as well because the out-of-home creative is really geographically specific. We’ve been getting a lot of coverage on our Chicago out-of-home creative because it really plays off the White Sox and Cubs rivalry. We think once our out-of-home creative hits, that's going to spark more dialogue and allow us to really pitch more of the regional media in markets like San Francisco and Las Vegas.