Absolut Vodka Joins Forces With Live Earth to Combat Global Warming

25/06/07 ABSOLUT Vodka announced its partnership with Live Earth in its fight against global warming. As part of this alliance, ABSOLUT will act as the title sponsor of the "Live Earth SOS" short films series aimed at generating awareness for the global climate crisis. The partnership, which "debuts" at the 7/7/07 Live Earth concert at Giants Stadium in New Jersey, marks another step in the brand's ongoing commitment to help combat global warming.

"Live Earth is a bold concept that challenges and engages a widespread audience. This relationship is a key part of future consumer programming for ABSOLUT vodka," says Tim Murphy, Vice President of Marketing, The Absolut Spirits Company, Inc. "We're confident our consumers will be inspired by the power and creativity of these efforts, and take actions to improve our environmental conditions. In the coming months, we will announce our global warming platform, which will be our nationwide initiative to combat the climate crisis," he adds.

As the exclusive spirits partner of Live Earth U.S., ABSOLUT is sponsoring the SOS short films series. Fifty of the SOS films will debut at the Los Angeles Film Festival on Live Earth Day, Sunday, June 24, while the rest will roll out during the next 18 months. The films are aimed at educating audiences about the importance of the fight against global warming and starting conversations aimed at driving solutions. The SOS film series is part of the broader SOS multimedia campaign reaching audiences by short films, television and radio PSAs, an interactive web experience, books and the Live Earth concerts themselves.

"We are thrilled to have ABSOLUT Vodka as a Live Earth partner to help us provoke thought and inspire a movement for change through the SOS short films program," said Kevin Wall, founder and producer of Live Earth. "Their participation will help drive the Live Earth and SOS message to a diverse, energized and influential audience," he adds.

The Absolut Spirits Company's environmental work aims to contribute to an ecologically sustainable development. The Absolut Spirits Company focuses on reducing the impact on climate change, sustainable agriculture and optimizing use of natural resources as mandated by V&S Group, the parent company of ABSOLUT Vodka and one of the leading international spirits companies