Creative & Tech

Absolut Lime Launch Takes Center Stage at the 59th GRAMMYs®

February 15, 2017

PRUSA and 360i launched new Absolut Lime with bold #RefreshTheTalk Campaign

Absolut and 360i transformed music’s biggest night of the year, The 59th GRAMMYs® Awards Show, into a national stage for the launch of the brand’s newest refreshing flavored vodka, Absolut Lime, with the #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.


(Photo by Frazer Harrison/Getty Images)

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.

As the Official Spirits Partner of The 59th GRAMMYs®, Absolut took over the Staples Center. Beyond the Red Carpet, Absolut hosted 50+ branded bars, multiple on-site experiences, placement in the surrounding area’s out of home (OOH) units, and headlined the Official GRAMMYs® After Party. The campaign also featured six live integrations on Entertainment Tonight, filmed from the Absolut Lime Green Room, where our talent and media partners filled viewers in on the #RefreshTheTalk initiative while encouraging them to join the conversation. Branded banners, digital creative, Snapchat ads, and live social responsive messaging rounded out this campaign to truly take over the GRAMMYs® and highlight Absolut Lime.

Absolut has a storied history in music and a legacy challenging the status quo – extending all the way back to being the first brand to publicly support LGBT equality in collaboration with Andy Warhol. As a brand that believes in connecting people from all different backgrounds, beliefs, and cultures – Absolut identified The GRAMMYs® as the perfect platform to launch Absolut Lime with the #RefreshTheTalk Campaign.

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.