Absolut appoints Sound Alliance as experiential agency for upcoming launches around Australia
One of Australia’s leading online publishers and agency, Sound Alliance, has been appointed as Absolut’s experiential agency for upcoming limited edition launches around the country.
The vodka brand, part of the Pernod Ricard stable, appointed Sound Alliance Agency after a competitive pitch.
Sound Alliance Agency specialises in combining experiential, digital and promotional elements to effectively reach Absolut’s sophisticated and creative target. The agency works closely with a number of high-profile brands across a number of categories.
The win also caps off an extremely successful first half of 2013 for the overall business, with Sound Alliance’s publishing business launching the country’s first mobile-first masthead, Junkee.com; introducing native advertising to Australia and launching its major electronic dance masthead inthemix.com in the US.
Says Neil Ackland, Sound Alliance CEO: “We will be working with Absolut on launching new, limited edition Absolut bottles over the next 12 months through event activations around the country, tapping into our knowledge and insight of Absolut’s core target demographic of sophisticated and fashionable people.”
Says Tom Dusseldorp, group brand manager, Pernod Ricard Australia: “We are excited to have the team on board to help amplify the creativity and energy that Absolut has been famous for over the years. Their extensive knowledge and experience in appealing to our consumers will be invaluable in creating experiences that reflect what the brand is all about.”
Sound Alliance will work alongside existing agencies Cav Con (PR) and Tongue (digital) on the business.
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