ABSOLUT® Reimagines The Future Of Its Creative Heritage With Bold New Global Brand Campaign

 ABSOLUT® Reimagines The Future Of Its Creative Heritage With Bold New Global
                                Brand Campaign

Introducing Creative Collaborations with Woodkid, Aaron Koblin,Yiqing Yin and
Rafael Grampa

PR Newswire

NEW YORK, Sept. 9, 2013

NEW YORK, Sept. 9, 2013 /PRNewswire/ -- Today, ABSOLUT® is proud to announce a
game-changing new brand campaign, aiming to connect with the creative spirit
in all of us and to inspire artistic transformation around the world. Under
the new brand ethos Transform Today, ABSOLUT is collaborating with four
cutting-edge artists who ignore fate and break boundaries, transforming
themselves and their creative disciplines in the process. ABSOLUT will
continue its long history of pushing the boundaries of contemporary culture to
connect with the passions of a new generation. The campaign is the first
global campaign coming out of the company's new relationship with creative
agency, Sid Lee.

To view the multimedia assets associated with this release, please visit:

"This is an exciting moment for ABSOLUT. For 30 years — ever since our first
art ad was created by Andy Warhol — globally renowned artists have made
amazing works inspired by our iconic bottle. Now, we are transforming the way
we collaborate with artists," says Jonas Tahlin. VP Global Marketing at

Continuing the brand's history of championing the cultural impact of
contemporary art, ABSOLUT sought out collaborators with daring spirits and a
dedication to continuously transform the possibilities of personal expression.
Defining the cultural zeitgeist, the four collaborating artists craft their
work by changing things, breaking things, challenging conventions and
recreating themselves in order to become something more.

  oWoodkid: A French multi-talent who constantly transforms from illustrator
    to designer todirector to musician.
  oAaron Koblin:An American digital media artist with one foot in art and
    one in technology, known for his transformative visualization of digital
  oYiqing Yin: An emerging fashion designer from France who has already
    challenged and transformed the traditional world of haute couture.
  oRafael Grampa:A Brazilian graphic novel artist who transforms graphic
    design by looking at each page he creates as choreography, not just simple

"Transform Today is a call to arms— a rallying cry for a generation of
creativity to break free from the idea that anything is predetermined and to
take control of their future. The brand ethos manifests our belief that
tomorrow is not a given, it's for everyone to create," says Tahlin.

The new brand ethos was introduced in the U.S. during preview events titled
"Open Canvas" in Brooklyn and San Francisco, empowering celebrated emerging
artists and the public to transform the entire street into an extraordinary
aesthetic experience. Open Canvas was a demonstration of the tangible
transformation that audiences can expect from upcoming phases of the campaign.
For the official global launch, the four creative collaborations will be
introduced with a TV commercial, a series of print ads, and an online
campaign. A new absolut.com will host artist profiles with intimate videos
that introduce the creators, the ideas that inspire them, and the goals of
their work. Beginning in November 2013, collaborating artists will open up
their creative processes for global audiences both online and at interactive
events. The initiative will offer participants the opportunity to explore
their own creative potential through a variety of media, enabling them to
realize their own ability to create the future.

"ABSOLUT has always tapped into the transformative power of art, but we're
looking for a way to do things differently and with higher ambitions, says
Tahlin. With Transform Today, we'll take a more active part in stimulating
transformation and pushing the cultural scene forward."

In addition to a 60- and a 30-second spot, there are four back-stories
presenting the artist's view on transformation. All videos are available at
absolut.com or at the ABSOLUT YouTube channel: www.youtube.com/absolut.

ABSOLUT will also host a challenge that asks fans to submit their creative
projects that best represents how they would "Transform Today." For more
information, please visit www.absolut.com.

ABSOLUT VODKA has been committed to developing innovative flavors since the
introduction of ABSOLUT PEPPAR in 1986, its first flavored vodka. Since then,
ABSOLUT has continued to bring a unique twist to common flavors with products

About Pernod Ricard USA®
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the
largest subsidiary of Paris, France-based Pernod Ricard SA, which employs more
than 18,000 people worldwide and is listed on the NYSE Euronext exchange
(Ticker: RI). The company's leading spirits and wines include such prestigious
brands as Absolut® Vodka, Chivas Regal® Scotch Whisky, The Glenlivet® Single
Malt Scotch Whisky, Jameson® Irish Whiskey, Malibu®, Kahlua® Liqueur,
Beefeater® Gin, Plymouth™ Gin, Seagram's Extra Dry Gin®, Martell® Cognac,
Hiram Walker® Liqueurs, Pernod®, Ricard® and Avion™ Tequila (through a joint
venture with Tequila Avion); such superior wines as Jacob's Creek® and
Brancott Estate®; and such exquisite champagnes and sparkling wines as
Perrier-Jouet® Champagne, G.H. Mumm™ Champagne and Mumm Napa® sparkling wines.

Pernod Ricard USA is based in Purchase, New York, and has roughly 850
employees across the country. Pernod Ricard USA urges all adults to consume
its products responsibly and has an active campaign to promote responsible
drinking. For more information on this, please visit:

The Absolut Company has the worldwide responsibility for the production and
marketing of Absolut VODKA. Absolut VODKA is the world's fourth largest
premium spirits brand, and it is sold in 126 markets. Every bottle of Absolut
VODKA is produced in Ahus in southern Sweden. The head office is located in
Stockholm, Sweden. Since July, 2008, The Absolut Company is a part of Pernod
Ricard, which holds one of the most prestigious brand portfolios in the

Notes to the editor:

  oThe Transform Today TVC will be aired worldwide. It debuts in United
    States, Brazil and Germany on September 9th with other markets launching
    continuously during the fall, winter and spring.
  oThe campaign complies with Pernod Ricard's stringent advertising code, as
    well as with the Advertising and Marketing code of the Distilled Spirits
    Council of the United States (DISCUS).
  oThe campaign was created by Absolut in collaboration with its new creative
    agency Sid Lee.

For further information, please contact:

Lauren Nodzak
Pernod Ricard

Alan Keane
Weber Shandwick

Alexandra Schrecengost
Weber Shandwick

SOURCE Pernod Ricard USA

Website: http://www.absolut.com
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