PRUSA and 360i launched new Absolut Lime with bold #RefreshTheTalk Campaign
The #RefreshTheTalk Campaign created a rallying cry that turned standard red carpet fashion and chatter into a real conversation piece that reflects the issues we care about in a refreshing way. By tapping into the current cultural conversation across social, Absolut engaged fans to share the issues and topics they’re passionate about in the week leading up to The GRAMMYs® . During the Red Carpet coverage, we put the spotlight on those issues using a standard fashion accessory as the conversation starter.
Absolut partnered with critically acclaimed singers, Santigold and Skylar Grey, to carry LED-enabled clutches down the red carpet, designed by internationally-known fashion house – Cute Circuit, that beautifully illustrated the topics and issues fans tweeted about during national broadcast of the Red Carpet coverage. When they were interviewed by E!, ET, and CBS about their designer clutches, both Santigold and Skylar Gray immediately pivoted the discussion into a refreshing conversation about issues that matter.
— CBS (@CBS) February 13, 2017
The genesis of the idea was a reaction to the current socio-political climate where people flock to social media to express their beliefs about the threats against gender, racial, and LGBTQ equality. As more and more celebrities began to use their visibility to take a stance on these issues (especially at awards shows), the team recognized an inherent opportunity to leverage the trend to support these causes and push the brand’s purpose forward.
The full inter-agency team worked seamlessly to create an authentic platform for one of Absolut’s biggest product launches in the brand’s history. The campaign will continue throughout the summer and will be supported across channels nationally.