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Absolut launches ‘hyper-local’ campaign in NYC

Absolut Vodka has debuted a New York City-based campaign that “speaks universal truths about the city, its neighbourhoods, its residents, and the brand itself”.

The ‘hyper-local’ campaign will feature sentiments from real New Yorkers.

The advertisements have been specifically designed to reflect different neighbourhoods of New York, including Hell’s Kitchen, Midtown East, Chelsea and Lower East Side.

Each poster features the Absolut bottle silhouette and includes “nuanced, copy-heavy phrases that speak specifically to the neighbourhoods they appear in”.

The campaign aims to tell the story of the company’s history, using “sentiments candidly expressed by New Yorkers” and language that city dwellers best identify with.

Mara Washington, director of Absolut Vodka’s brand activation at Pernod Ricard USA, said: “New York City and Absolut share a rich history of acceptance and inclusion through decades of involvement in the city’s vibrant nightlife and spirits scene. We’re excited to launch Absolut Truth, a candid New York City campaign that authentically speaks to our consumers in specific neighbourhoods – from the streets of Harlem down to the Bedford Avenue subway stop in Brooklyn.”

Absolut Truth will also produce street art and “take over subway stations”. The campaign comes under Absolut’s wider mission of promoting inclusivity and acceptance, which includes a song written by Rita Ora.

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