July 8, 2008

ABSOLUT Global Cooling :: ABSOLUT turns out the lights...

Jason Salzenstein READ TIME: 3 MIN.

Sin City went dark last week- in another bold move from the world's most iconic vodka, ABSOLUT is encouraging consumers and bar/nightclub owners to save energy- and they're doing it through a series of "Lights Out" parties.

The celebrations kicked off last week in Las Vegas, in celebration of the ABSOLUT Global Cooling? campaign. Born from the brand''s "In An ABSOLUT World" advertising campaign, ABSOLUT Global Cooling? encourages people to reduce the effects of global warming by offering simple steps that you can take in your daily life.

Lights Out Las Vegas

On June 21, the eve of summer solstice, ABSOLUT Vodka and Mandalay Bay Resort & Casino turned off the lights at 9:30pm for 60 seconds during the Outernational Music Festival featuring Gnarls Barkley, Thievery Corporation and special guest Bebel Gilberto. Thievery Corporation enacted the first ""Lights Out" moment" on stage, as both towers and all marquees at Mandalay Bay, including all concert lights, shut down for one minute.

Kicking off a series of "Lights Out" bar promotions across the country, Lights Out Las Vegas was a symbolic gesture to call attention to the vision that "In An ABSOLUT World",- if every consumer committed to turning off their lights, the effects of global warming could be reduced and the planet would literally be a cooler place.

Of course there's no better place than Vegas to see what could happen when the lights go out. With many 'Lights Out' events to follow, ABSOLUT Vodka is taking the lead in the spirits industry to communicate environmental responsibility to consumers, which will hopefully inspire them to make simple changes in their daily lives."

To help Las Vegas cool down, ABSOLUT hosted a series of eco-friendly activities over the weekend:

  • ABSOLUT Global Cooling? -branded Prius hybrid cars offered safe, eco-friendly and complimentary rides to Mandalay Bay guests following the concert.
  • "Make a Statement" photo stations were set up at the concert for guests to pledge their commitment to the environment and get a Global Cooling photo to commemorate this special night in Las Vegas.
  • Live Earth, a partner in the Global Cooling initiative, screened a series of short films during the concert's music breaks.

    Lights Out On-Premise Promotions

    Following Lights Out Las Vegas, ABSOLUT is continuing its series of "Lights Out" parties in bars and nightclubs across the country from July through September. At these events, ABSOLUT will invite consumers to take an active role in their commitment to the environment by seeing first hand how alternative sources of energy can turn the lights out on global warming.

    By visiting the Global Cooling stations during the bar promotions, consumers can compete to produce energy through human-powered generators and bicycles. At the end of the evening, ABSOLUT will turn the lights off at each participating venue for five minutes, which will reveal to bar patrons if they have generated enough "heat" to keep the party going. If enough energy is created, a six-foot replica of an ABSOLUT bottle will be fully lit - demonstrating their "cool" contribution to the lights out initiative.

    Every Sip Makes a Statement

    Part of the ABSOLUT Global Cooling campaign is the year-long "Every Sip Makes a Statement" promotion. The program encourages consumers to get involved in Global Cooling by registering their ABSOLUT bottle or cocktail codes at www.absolut.com/GlobalCooling, where they have the opportunity to activate their eco-donation to one of three eco-charity partners. The charities selected were based on their creative solutions to making the Earth a "cooler place" and include the Environmental Media Association, The Fruit Tree Planting Foundation, and The Ocean Foundation?. Throughout 2008, ABSOLUT will donate up to $500,000 to support these Global Cooling initiatives.

    An ABSOLUT Approach to the Climate Crisis

    ABSOLUT Vodka is the first company in the spirits industry to introduce carbon offsetting as part of its environmental work, and since 2003, has reduced its carbon dioxide emissions by 60 percent (per liter vodka). Today, ABSOLUT has one of the world's most energy efficient distilleries, decreasing its use of energy by 30 percent through a very high level of energy recovery and reducing its use of fossil fuel.

    Every bottle of ABSOLUT VODKA is made of 100 percent concept cultivated wheat, which minimizes nitrogen leaching and reduces use of chemical pesticides. ABSOLUT strives to optimize its use of natural resources, and to choose eco-friendly alternatives as much as possible. As an example, the ABSOLUT bottle is made of 43 percent recycled glass. ABSOLUT is determined to continuously reduce packaging, increase the re-use of transport packaging and improve waste separation at source, and to find a market for waste products.

    For more information on ABSOLUT Global Cooling?, please visit www.absolut.com/GlobalCooling

    by Jason Salzenstein

    Twitter :: JasonSalz

    Jason Salzenstein is a writer and editor; design, image, and marketing consultant; and professional shopper. His work has appeared in numerous national and international publications and he has clients around the world. For more information :: www.JasonSalzenstein.com

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