WATER FOR PEOPLE

Problem

Announce the philanthropic partnership between ...

Absolut Elyx and the charity Water for People to a target consumer that is cynical and skeptical of charity partnerships. We needed to be transparent and have integrity without guilting the consumer into a purchase. We also needed to make sure more money went to the charity rather than the marketing and of course make it break through the clutter.

Solution

Rather than trying to find a single spokesperso...

n for the cause, we challenged the convention by holding auditions among many celebrities to find people who share the same passion for clean water. Then we used the auctions and their social following to help spread the word.

Result

The announcement was picked up by numerous medi...

a outlets including people.com, askmen.com, eonline.com and dujour.com, generating millions of impressions without any paid media.

ABSOLUT ELYX

Problem

Solution

Result