February 14, 2003
In a campaign designed to build brand awareness with Hispanics, Swedish vodka maker Absolut is launching a new marketing initiative called Absolut Ritmos, which translates to Absolut Rhythms. Starting in Miami and then spreading to other cities with large Hispanic bases, Absolut is hosting high-budget nightclub events for local bartenders, featuring live latin percussionists jamming with contemporary dance DJs. These events, called Absolut Akademi, are designed to teach bartenders how to mix the latest drinks using different Absolut flavors. The campaign is accompanied by bilingual print, radio and point of sale ads featuring top Latin artists and musicians.
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