“Mr. Robot” and “Bohemian Rhapsody” actor Rami Malek has partnered with Absolut, a brand of Pernod Ricard USA, New York, in what is set to be their biggest ongoing campaign yet. The campaign, called The World of Absolut Cocktails, will launch this summer with an introduction from Malek.
The multi-year project is designed to inspire people who are open-minded, optimistic, and driven by curiosity … to come together to mix ideas and, of course, drinks, the company says. And, of course, campaign participants must be 21-plus and enjoy the beverages respectfully and responsibly, it adds.
“Absolut is a brand that strives to bring people together and celebrate what makes each of us unique, and this campaign is a continuation of that,” Malek said in a statement. “I’m very pleased to act as the voice of the ‘World of Absolut Cocktails’ and to further share and celebrate this intention.”
The brand hopes the campaign will highlight the importance of people with diverse backgrounds coming together to enjoy an adult beverage. Absolut is releasing a variety of cocktails so there is something for everyone, such as a trustworthy Bloody Mary, a chic Cosmopolitan, and a classic Lemonade. The array of drinks is to personify how people with different characteristics can be aligned, it notes.
“We believe that when diverse people come together, incredible things can happen,” said Charl Bassil, Absolut’s global vice president of marketing, in a statement. “This thirst for mixing, that is how we see things on a human and societal levels, and it’s a direct extension of the versatility of our product.”Bassil added that The World of Cocktails illustrates the company’s values through the personification of cocktails in a space “where everyone and anyone is invited … because, after all, we are all born to mix.”