That’s one of the clever out-of-home panels Absolut (Pernod Ricard USA) is erecting around New York City in its “Absolut Truth” campaign.
It’s a hyperlocal, NYC-centric campaign that speaks universal truths about the city, its neighborhoods, its residents, and the brand itself. The campaign kicks off with a series of out-of-home advertisements tailored to specific New York City neighborhoods including Hell’s Kitchen, Lower East Side, Chelsea, Midtown East and more.
Absolut launched in New York City in 1979. The new campaign tells the story of the brand’s NYC heritage with a series of ads that take hyperlocal by speaking to specific neighborhoods using vernacular that city-dwellers intrinsically identify with. Additionally, the message lends to Absolut’s forthcoming national campaign, as Absolut Truth promotes self-expression, inclusivity and acceptance through a New York lens.
“New York City and Absolut share a rich history of acceptance and inclusion through decades of involvement in the city’s vibrant nightlife and spirits scene,” said Mara Washington, Director, Brand Activation, Absolut Vodka at Pernod Ricard USA.