Pernod Ricard’s Absolut vodka mark has been signed as the ‘official vodka partner’ of Madonna’s latest album, Confessions II.
The brand owner has partnered with the design team for Madonna’s new album, which is set to be released on 3 July, for an Absolut campaign called ‘Icon’. The marketing activation has been shared on the brand’s social media accounts in the US and on Madonna’s personal accounts (below).
Madonna also posted a sign-up form on her Facebook page on Friday (12 June) using the Iconic campaign artwork, inviting followers to subscribe for more information on “an exclusive upcoming drop serving a fiery pairing with Madonna’s new album” – under embargo until Monday 22 June.
Alongside social media presence, the advert will be placed in “publications that support the queer community”, including The Advocate, and along Pride parade routes around the US this month in Chicago, Los Angeles, New York and San Fransisco. Pernod Ricard said the move “continues Absolut and Madonna’s decades-long advocacy for the LGBTQ+ community”. The Paris-headquartered group is also making an unspecified donation to partner charity GLAAD, a non-profit LGBTQ advocacy organisation.
Four cocktails have been created to mark the campaign: ‘Madonna spicy lemon drop martini’ and ‘hot sauce’, – both made with Absolut Tabasco – ‘confessions cosmo’, and ‘ex-spresso yourself’. The serves will be sold in unspecified locations but Pernod Ricard said “bars, clubs and nightlife venues” would be included.
In April, Madonna hosted a surprise Confessions II performance and listening party at The Abbey bar in West Hollywood, where Absolut cocktails were served. The Beefeater, Malfy and Monkey 47 gin owner said this was the first of “multiple high-energy events” planned for the summer to “support the album”.
Pernod Ricard launched Absolut Tabasco in January. The 38%-ABV brand extension is infused with the red-pepper mash used to make Tabasco Sauce.
