Absolut Taps Aspen for On-Site Hispanic Promotions

Absolut Vodka has put Aspen Latino, the Hispanic promotional division of Aspen Marketing Services, in charge of its nationwide Hispanic experiential marketing.

As part of that account, Aspen Latino will execute and oversee all Hispanic on-premise activation for the yearlong “Absolut Global Cooling” promotion that the spirits brand launched in March.

In that campaign, Aspen Latino has already begun to manage a campaign of more than 250 events in three major metro markets: New York, Miami and Los Angeles.

The “Global Cooling” campaign invites patrons to buy cocktails made with Absolut Vodka and then use the access codes on bar cards they receive to register on the Web page www.absolut.com/global cooling/. Registered visitors can decide to have Absolut donate $1 for them to one of three ecological charities. The charity that receives the most nominations at the end of the year—up to a $500,000 limit—will get the contribution.

Other in-bar events in the campaign will give customers access to Absolut “Global Cooling Stations,” interactive displays that let users visualize their personal carbon footprint or “environmental mug shot.”

“Absolut Vodka is committed to reaching its Hispanic consumers through targeted events,” on-premise director Terry Williams said, in a statement. “We are impressed with Aspen Latino’s strategic and creative insights and are looking forward to working with them to produce meaningful and lasting relationships with our consumers.”

Aspen Marketing Services is headquartered in West Chicago IL and has contributed to campaigns for General Motors, AT&T, HP, Kraft Foods and Motorola among other clients.