The Absolut Line to the Top

In Australia, Tequila has just launched a new initiative as part of the Absolut World global action. It’s the Absolut Line to the Top, a “secret view” on the office of Kevin Rudd, Australia’s Prime Minister. Four CCTV cameras follow him while he takes care of his daily duties, which include (but are not limited to) the regular update of the Facebook status. You can also interact with him, ordering Chinese food for him or making prank calls…

Not sure if I like this idea, mainly because I don’t feel it’s in line with the Absolut brand. It’s too artificial and it doesn’t have the touch of class and beauty that Absolut usually has.

Also, In a Absolut World reminds me a bit of the Diesel Global Warming campaign last year. Paying attention to the environment is no longer an option, for consumers and for brands who want to appeal consumers who care about the future of the globe.