Absolut Launches Ritmos.

Absolut Vodka announced the debut of Absolut Ritmos, its first marketing initiative designed to build brand awareness with Hispanics. The national campaign takes its inspiration from Latin music, mixing old-style Hispanic rhythms and popular Latino beats with contemporary techno and dance music. Absolut has chosen Miami, the Latin music and entertainment capital of the world, as the launch market for this campaign. Miami is considered to be a cultural nexus with perhaps the highest convergence of Hispanic cultures and home to the most important Latin music labels. Absolut Ritmos, which translates to Absolut Rhythms, includes a combination of print and radio ads; point-of-sale merchandise; on-premise, music promotions and special events.

“We are very excited to reach out to the Hispanic market with a campaign that pays tribute to Latin music,” said James T. Goodwin, Vice President of Marketing of The Absolut Spirits Company. “Absolut has a long history of creatively communicating our brand through arts and culture and Absolut Ritmos follows in this tradition.”