NEW YORK, NY Today Absolut® Vodka announces the launch of Absolut Truth - a hyperlocal, NYC-centric campaign that speaks universal truths about the city, its neighborhoods, its residents, and the brand itself. The campaign kicks off with a series of out-of-home advertisements tailored to specific New York City neighborhoods including Hell's Kitchen, Lower East Side, Chelsea, Midtown East and more.
Landing in NYC upon the brand's global launch in 1979, Absolut has authentic city roots by providing the premium vodka New Yorkers have consumed for nearly four decades. The Absolut Truth campaign tells the story of the brand's rich New York City heritage with a series of ads that take hyperlocal to the next level. Conveying sentiments candidly expressed by New Yorkers, these advertisements speak to specific neighborhoods using vernacular that city-dwellers intrinsically identify with. Additionally, the message lends to Absolut's forthcoming national campaign, as Absolut Truth promotes self-expression, inclusivity and acceptance through a New York lens.
"New York City and Absolut share a rich history of acceptance and inclusion through decades of involvement in the city's vibrant nightlife and spirits scene," said Mara Washington, Director, Brand Activation, Absolut Vodka at Pernod Ricard USA. "We're excited to launch Absolut Truth, a candid New York City campaign that authentically speaks to our consumers in specific neighborhoods – from the streets of Harlem down to the Bedford Avenue subway stop in Brooklyn."
Featuring the iconic Absolut bottle silhouette, the out-of-home advertisements will appear throughout neighborhoods in Manhattan and Brooklyn. Each of the postings will include nuanced, copy-heavy phrases that speak specifically to the neighborhoods they appear in. In addition to the wild postings, Absolut Truth will also take over subway stations and create sidewalk art in certain neighborhoods.
Continuing this fall, the Absolut Truth program will also release branded on-premise merchandise, an Absolut Truth video series, and an experiential event that captures the nostalgia of iconic NYC experiences.
For more information on the Absolut Truth campaign, follow along on social media using the hashtag #AbsolutTruth. 
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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