LOS ANGELES: Now everyone can have a taste of the L.A. lifestyle as Absolut introduces Absolut Los Angeles, a limited-edition, city-inspired flavor honoring the City of Angels. Celebrating the city's trend-forward ideals, the bold, new flavor is made with an all-natural symphony of blueberry, acai berry, acerola cherry and fruity notes of pomegranate. Absolut Los Angeles will be available beginning in July at bars, restaurants, nightclubs and retailers nationwide.
In the late 1980s, Absolut launched its "Cities" advertising campaign with a wink and a nod to the intrinsic flare and historical heartbeat of what made each city special. Last year, the brand brought the "Cities" campaign to life with the launch of Absolut New Orleans, a flavor reminiscent of the Big Easy—mango with a spicy black pepper kick. To introduce the limited-edition series and to support the rebuilding of the region, Absolut donated all profits of the product—$2 million—to five Gulf Coast charities. With the launch of Absolut Los Angeles, Absolut once again revives the campaign with style and shine, inviting everyone to enjoy a taste of Hollywood.
"Through our 'In An Absolut World' campaign, we challenge consumers to imagine their own ideal, and Los Angeles is one of the most idealistic places on earth," says Tim Murphy, vice president of marketing, The Absolut Spirits Co., Inc. "For this city-inspired flavor, we wanted to capture the opportunity that LA represents to so many—reaching for the stars and recognizing their dreams. Absolute Los Angeles intends to evoke an inimitable new 'taste' that honors all the attributes that makes the City of Angels so exclusive and awe-inspiring—from the stunning packaging to the unique flavor profile, all wrapped inside the iconic ABSOLUT bottle."
To start the launch, Absolut is stepping up to be the first donor to the Friends of the Walk of Fame, an initiative to fund the restoration of a cherished Los Angeles icon, the Hollywood Walk of Fame, which will celebrate its 50th anniversary in 2010. Asbolut will be the first to receive a "Friend of the Walk of Fame" honorary star on Hollywood Boulevard from the Hollywood Chamber of Commerce, the creators and guardians of the star-studded Walk of Fame that has become a world-famous symbol for Hollywood and the entertainment industry. The Friends of the Walk of Fame honorary star, located at the entrance to the Kodak Theatre, is a tangible recognition of Absolut Vodka's substantial contribution that will be visible to the millions of annual visitors from around the world.
"Absolut Vodka recognized that Hollywood and the Walk of Fame are an enduring legacy for Los Angeles and the entertainment industry. A star in our book, we appreciate its contribution to preserve the Walk of Fame for future generations and applaud it as a visionary corporate leader," says Leron Gubler, president and CEO, Hollywood Chamber of Commerce.
As part of Absolut's commitment to supporting the spirit of the city of Los Angeles, it is donating $250,000 from the profits of Absolut Los Angeles to Green Way LA, an organization dedicated to restoring nature and natural functions in the city, and encouraging urban residents to "live lightly" to improve the environment, health and welfare of their communities. The donation will be used towards the Green Way LA "Green Streets" initiative, which transforms streets, curbs and sidewalks so that rainwater and other polluted water is naturally cleaned before flowing into the Pacific Ocean, and brings beneficial nature back to urban dwellers.
"Absolut Vodka's support allows us to focus on transforming our urban environment to truly make a difference in people's lives," says Larry Smith, executive director of Green Way LA. "Green Way LA is leading the way to make the green ideals of 'Los Angeles as the Greenest City' a reality."
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