NEW YORK: The Absolut Spirits Company is raising awareness for its newest flavored vodka, Ruby Red, through a heavy general and Hispanic-consumer/media outreach effort.
Ketchum is handling the consumer initiative. The Axis Agency is leading the Hispanic effort.
Jeffrey Moran, director of PR at Absolut, said the Hispanic efforts will "run in correlation" with a general-market push. "We try to develop a platform that's going to cross over all of our diversity markets," he explained.
The focal point of the consumer push is a series of cross-promotional events with online- dating service Lava Life. Over the next four months, 32 events will be held in New York, Boston, Chicago, and Miami where consumers will be invited to come "flirt with people in the real world and flirt with learning the flavor of their personality."
Moran said star astrologist Susan Miller will be at some events to do interviews for Absolut.
Moran noted that this is a change from the company's approach to past product launches.
"It's a slight migration from putting the bottle in the hands of every editor," he said. "We're combining direct-to-consumer, viral, buzz, and word-of-mouth marketing. It's not a straight media relations campaign."
The Hispanic push launched with an event for reggaeton star Machete at the Billboard Latin Music Awards on April 27. It will include media outreach to Spanish-language print and broadcast outlets, tasting events, and receptions in conjunction with Spanish-language titles in New York, LA and Chicago.
Armando Azarloza, president of Axis, said it will also launch a Spanish-language Web site offering Ruby Red recipes and highlighting the brand's connection to music artists and celebrities.