Absolut heads poolside for brand activation

Tim Burrowes

January 28, 2009 1:46

Vodka brand Absolut has moved into its next phase of activation for its global ‘In An Absolut World’ positioning with a “pop-up” day club at Bondi Beach.

absolut-summer-sundays The ten-week-long “Summer Sundays” event, the first since Pernod Ricard took on the brand in October, has been taking place on the pool deck at the Swiss Grand Hotel. The event has involved making over the deck with sun lounges, umbrellas and a series of cocktail bars. DJS entertain the crowd from noon until 9pm.

Entry is by invite only, with would-be guests steered towards the event’s Facebook group.

The event also picked up some PR today, with reports that guests were encouraged to wear “I peed in the Ivy pool too,” T-shirts following stories about the state of the pool at The Ivy in Sydney on New Year’s Day.

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Tim Burrowes

I write about the world's media and marketing industry from an Australian perspective Australian lens. I've worked in the UK, Middle East, Asia & Australia. I founded Mumbrella, which we sold in 2017.