ABOUT

To launch Absolut Lime, we created Absolut Refreshment–an integrated campaign that brought a refreshing twist to category standards and delivered on a core product benefit: refreshment. It was a challenge for consumers to refresh their perspective on cocktails, nightlife, and standard red carpet fashion/chatter during The GRAMMYs.

As The Official Spirits Partner of The 59th GRAMMY Awards, and in partnership with major entertainment media hubs and recording artists, we transformed music’s biggest night of the year into a national stage for Absolut Lime.

The pinnacle moment came when we refreshed typical red carpet conversation during the live broadcast. We challenged fans to #RefreshTheTalk by tweeting social issues they wanted to bring attention to during GRAMMYs coverage.

When recording artists Santigold and Skylar Grey walked the red carpet, they carried LED-enabled clutches displaying empowering messages reflecting fan tweets and transformed their interviews into real conversations about the issues that matter.