According to PRNewswire, Absolut Vodka has announced the launch of Absolut SF, the latest limited-edition, city-inspired flavor. Capturing the unique cultures, ethnicities and culinary delights of San Francisco, Absolut SF features an innovative blend of grape, dragon fruit and papaya. Absolut SF will also be blending the voices of San Franciscans as they share their stories of life in the City by the Bay on the campaign’s integrated Facebook page.
Several inspirational San Franciscans are collaborating with Absolut to bring their Absolut SF expressions to life—whether through a specially-designed t-shirt or an exclusive song. Their visions will live on and off-line, and will serve as the call-to-action for consumers to join the conversation. Participants include, among others:
• Miguel Migs- One of San Francisco’s leading sonic ambassadors
• Christopher Collins- Fashion designer and former contestant of Project Runway
• Erik Otto-Expressive and conceptual painter, based in San Francisco
• Kevin Rose-Founder of Digg, a social news website
Absolut is inviting consumers to express themselves at www.facebook.com/ABSOLUT by answering “What’s your Absolut SF?—the one thing that makes your neighborhood San Francisco’s best.” Consumers are encouraged to submit their vision of San Francisco through photos and drink recipes, and will also have the chance to personalize and share a video that celebrates the spirit of San Francisco. Throughout the summer, participants will have the chance for their expressions to be heard through a variety of digital and social media channels. At the end of the campaign, the “Absolut Capitol of SF” will be awarded to the neighborhood with the most user support and participation. The winning neighborhood will receive a special placement on the Absolut Facebook tab and a unique mural created in its honor.
“This summer, we raise a glass to the diversity that flourishes in the City by the Bay—from the Castro to the Marina, to the ubiquitous influence of NAPA and Sonoma and the prolific Asian and Hispanic communities,” said Laura Stephen, Brand Director of Absolut Vodka. “Because every neighborhood has something unique to share, we’re inviting San Franciscans to express what makes their neighborhood the Absolut best.”
