Absolut Vodka has teamed up with Live Earth to ‘leverage the power of film to engage audiences in an effort to solve the climate crisis’. The marketing campaign will be known as ABSOLUT Global Cooling, and encourages consumers to reduce the effects of global warming by offering simple steps they can implement in their daily lives. Like getting drunk (on Absolut) every day so you feel warm, and don’t need to turn your heating on!
The partnership with Live Earth builds on the Live Earth Film Series (60 educational and compelling short films), and will see Absolut release various films at more than 70 festivals via the ABSOLUT Live Earth Green Screen Lounge.
The campaign starts with the year-long “Every sip makes a statement” promotion, which encourages consumers to get involved with Global Cooling by registering their Absolut bottle codes on a website where they will be able to activate their eco-donation ($1) to one of three charity partners.
This reminds me of the Innocent “Buy one get one tree” campaign from last year.