Absolut® Teams Up With Singer Songwriter Rita Ora To Announce The Open Mic Project By Absolut – A Fan-Centric Initiative Using Music As An Instigator For Change
Absolut Vodka Promotes More Acceptance through Co-Created Song Using Real Stories from Fans Timed to Debut Around the 60th Annual GRAMMY Awards®
October 12, 2017 (New York, NY) – Today, Absolut Vodka® celebrates its latest global campaign – Create a Better Tomorrow, Tonight – with the launch of The Open Mic Project. This collaborative initiative, designed in partnership with singer songwriter and actress Rita Ora, provides a platform for amplifying, and uniting, voices across the nation to refresh the talk. As a brand known for collaborating with creative forces big and small – from artists to musicians to mixologists – The Open Mic Project aligns to Absolut’s larger mission of using creativity as a force for positive change and inspiring action.
For nearly 40 years, Absolut has used nightlife, quality cocktails and creative collaborations to break down traditional barriers and forge unique connections. Now, with The Open Mic Project, Absolut is fusing these platforms together to spark a much-needed change in today’s conversation, by giving all people – regardless of background, belief or border – a voice.
“At Absolut, we believe that tomorrow’s change is a result of today’s action, and action starts when voices unite,” said Nick Guastaferro, Director of Marketing, Absolut, Pernod Ricard USA. “With The Open Mic Project, Absolut is once again tapping into its inclusive heritage to bring people together– from sharing quality cocktails to facilitating meaningful conversations – to refresh the talk and inspire a more inclusive world for everyone, everywhere.”
The Open Mic Project by Absolut Takes Real Stories to the Big Stage
As an expression of the new “Create a Better Tomorrow, Tonight” campaign in the U.S., The Open Mic Project uses music as an instigator for shifting conversations, in partnership with both Ora and fans from coast to coast.
Starting today, real stories of acceptance from fearless fans, friends and followers – including Ora’s personal story – will be housed within a community of inclusivity at TheOpenMicProject.com. Throughout the submission period – from October 11, 2017 through December 1, 2017 – Ora will use The Open Mic Project acceptance stories to inspire a new song, as a step toward creating an environment in which all people feel valued and respected.
“As a refugee, I know firsthand how isolating it can feel to be misrepresented in the face of adversity,” said singer songwriter Rita Ora. “I’m excited to join Absolut with The Open Mic Project because we’re using music as a way to bring people together. From sharing my own story to spotlighting others, we’re bringing the issue of acceptance to a global stage and changing today’s current chat to be more inclusive.”
In January 2018, Ora will debut her new song in conjunction with Absolut’s exclusive spirits sponsorship of the 60th GRAMMY Awards in New York City. In its second year as exclusive spirits sponsor, Absolut will roll-out a multifaceted sponsorship surrounding the GRAMMYs that puts its latest citrus star – Absolut Lime – in the spotlight through TV, digital, social campaigns and a signature GRAMMY cocktail – the Absolut Limelight.
- Absolut Limelight: The Signature GRAMMY Awards Cocktail
- 2 parts Absolut Lime
- 2 parts soda
- 2 parts ginger ale
- ½ part fresh lime
- Build in a highball over ice. Garnish with lime stirrer skewered with accordion cucumber.
Creating a Better Tomorrow, Tonight across the Globe
The Open Mic Project comes on the heels of the brand’s global initiative, “A Night for Change” – where seven artists in seven countries around the world – Brazil, Canada, China, Germany, India, United Kingdom and U.S. – came together for the common cause of positive action. Over the course of a single night, these seven local artists worked in their respective neighborhoods on a series of inspiring murals – captured in a short film directed by renowned visionary, Aaron Rose.
In the U.S., Fumero – art teacher by day, street artist by night – took to the streets of Bushwick, Brooklyn, NY to depict his vision of a better tomorrow by combining musical symbolism with his signature graffiti and abstract style. The gallery will encourage the expression of Bushwick’s local community by featuring work made exclusively by the neighborhood’s residents.
Inspiring Holiday Cheer with iHeartRadio Jingle Ball Tour Presented by Capital One and a Limited Edition Sequin Bottle Cover
This season, Absolut is turning up the volume on holiday cheer coast-to-coast – from its exclusive spirits sponsorship of the 2017 iHeartRadio Jingle Ball Tour to its latest limited edition sequin bottle cover.
Starting on November 28, 2017 through the holiday season, Absolut and the 2017 iHeartRadio Jingle Ball Tour will use music as a common bond to bring people together during the holidays at 12 concerts across the country. Two of the tour stops will also feature intimate performances with Ora to continue to inspire acceptance through song.
Music fans and cocktail connoisseurs alike can turn up the volume at their next holiday gathering with Absolut’s limited edition sequin bottle cover which changes color from sapphire to silver with a simple swipe. The new limited edition bottle cover serves as a customizable bar accessory and provides a stylish canvas for infusing symbols or messages of acceptance into this holiday season’s party repartee.
- While the bottle may be limited edition on the outside, it still features the same high-quality Absolut Original vodka on the inside – providing a versatile foundation for mixing the best cocktails.
The limited edition Absolut sequin bottle cover is available nationwide starting on October 1st for an MSRP $19.99 (750ml) and $24.99 (1L).
For more information on The Open Mic Project, and to join the conversation, visit TheOpenMicProject.com and follow along on social using #RefreshTheTalk. For more information on Absolut, including the limited edition sequin bottle cover, visit Absolut.com.
© 2017 Imported by Absolut Spirits Co., New York, NY.
About Pernod Ricard USA
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA. The company’s leading spirits and wines include such prestigious brands as Absolut® Vodka, , Avión® Tequila, Chivas Regal® Scotch Whisky, The Glenlivet® Single Malt Scotch Whisky, Jameson® Irish Whiskey, Kahlúa® Liqueur, Malibu®, Martell® Cognac, Olmeca Altos™ Tequila , Beefeater® Gin, Del Maguey® Single Village Mezcal, Monkey 47® Gin, Plymouth® Gin, Seagram’s® Extra Dry Gin, , Hiram Walker® Liqueurs, Lot No. 40® Canadian Whiskey, Midleton® Irish Whiskey, Powers® Irish Whiskey, Redbreast® Irish Whiskey, Smithworks® Vodka, Smooth Ambler® Whiskey, Pernod®, and Ricard®; such superior wines as Jacob's Creek®, Kenwood® Vineyards, Campo Viejo® and Brancott Estate®; and such exquisite champagnes and sparkling wines as Perrier-Jouët® Champagne, G.H. Mumm™ Champagne and Mumm Napa® sparkling wines.
Pernod Ricard USA is based in New York, New York, and has roughly 650 employees across the country. Pernod Ricard USA urges all adults to consume its products responsibly and has an active campaign to promote responsible drinking. For more information on this, please visit: www.responsibility.org.
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