1. Press
release
For immediate release
ABSOLUT VODKA ADDS SID LEE TO ITS LEAD GLOBAL AGENCIES
The new partnership will accelerate growth, recruit new consumers and once again rewrite the rules of
spirit marketing.
Montreal, December 7, 2012 - Sid Lee is pleased to announce that it has been appointed among the lead
global agencies for ABSOLUT VODKA. The multidisciplinary consumer experience shop will be charged
with developing a new communication platform that seeks to recruit new consumers from around the world
through experiences — real and virtual. Sid Lee will lead the development of creative work across
advertising, branded content, digital and a significant body of experiential work.
“We look forward to working with Sid Lee, a trail-blazing agency specialising in creating holistic innovative
brand experiences,” says Jonas Tåhlin, Vice-President of Global Marketing at the Absolut Company. “Sid
Lee shares our view on marketing, anchored in experiences. We want the brand to express itself through
actions rather than words. It’s extremely important to us to constantly evolve and push our boundaries", he
added.
“ABSOLUT VODKA has built a reputation as one of the world’s most creative brands, constantly pushing
boundaries in the world of contemporary culture”, declared Mathias Westphal, Global Brand Director at
ABSOLUT VODKA. “From collaborating with artists to supporting the LGBT community, ABSOLUT
VODKA has always dared to be among the first. Sid Lee’s work will amplify that leadership, moving from
the world of telling stories to creating experiences at the bleeding edge of culture that inspire and engage its
consumers”, he added.
"It is an incredible privilege to help guide the future of one of the world's most daring, transformative
brands. Our mission is to build on that heritage in a way that engages legions of consumers around the
world," says Bertrand Cesvet, Chairman of Sid Lee. "We know that in a world in which advertising is all
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2. too often wallpaper, we need to do something different; we have to engage the consumer in experiences and
demonstrate the purpose of the brand."
Mr. Cesvet further explains how Sid Lee’s multidisciplinary approach is the key to creating value for clients:
"Since before it was fashionable, Sid Lee has been at the forefront of developing holistic consumer
experiences that tell one coherent story across touchpoints. We're thrilled that ABSOLUT VODKA has
shown its commitment to this ideal and we look forward to bringing it to life to aggressively grow the
brand’s business." This approach has led to partnerships with globally renowned brands such as adidas, Tag
Heuer, NIVEA, Ubisoft and Cirque du Soleil, the latter also being a stakeholder of the agency.
The account will be led by Chairman Bertrand Cesvet and Vice-President & Partner Eric Alper and staffed
primarily out of Sid Lee Amsterdam. Leading the work with ABSOLUT VODKA is also great news for our
newly established New York atelier, which will join in the effort to develop global work for the brand.
In the coming weeks Sid Lee will be seeking additional world-class artisans for certain roles —
see www.sidlee.com/#jobsfor details. A further announcement will describe the new brand platform to
launch.
About The Absolut Company
The Absolut Company has the worldwide responsibility for the production, innovation and strategic
marketing of ABSOLUT VODKA, Malibu, Kahlúa, Wyborowa, Luksusowa and Frïs. ABSOLUT VODKA
is the world’s fourth largest premium spirits brand. Every bottle of ABSOLUT VODKA is produced in
Åhus in southern Sweden. MALIBU is the number one coconut-flavoured rum in the world, sold in more
than 150 countries. KAHLÚA coffee liqueur is the world leader in its category. As of July 2008, The
Absolut Company is a company within the Pernod Ricard group, which holds one of the most prestigious
brand portfolios in the sector. The ABSOLUT VODKA head office is located in Stockholm, Sweden. For
more information about the Absolut Company, visit www.theabsolutcompany.com
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3. About Sid Lee
Sid Lee is a team of 625 artisans from 27 countries working together to create innovative consumer
experiences that drive value for top-tier brands. From our digital roots, we grew into one of the most
multidisciplinary firms in the world, creating holistic brand platforms that span advertising, architecture
and retail design, branded content and entertainment, digital and social media, branding, and reputation
management. We work for clients in over 20 countries from our ateliers in Montreal, Amsterdam, Paris,
Toronto, and New York. Our firm has been named "Agency of the Year" three years in a row and has been
ranked one of top performing agencies in the world by Forbes. Find us on Facebook/MeetSidLee and
Twitter @SidLee or visit www.sidlee.comfor more information.
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Information:
Yanik Deschênes
VP Global Communications
Sid Lee
ydeschenes@sidlee.com
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