NEW YORK, May 24, 2016 /PRNewswire/ -- Absolut Elyx's new campaign pays homage to the toast, or as it's expressed in the brand's home country of Sweden, "Skål" (meaning cheers). For centuries "Skål" has been exclaimed in Swedish gatherings from midsummer nights to smorgasbords. These are joyous celebrations where everyone is invited to toast and express their gratitude for the moment through speech, song or simply a warm exchange of eye contact with all those at the table. This tradition embodies all that is special about the Absolut Elyx: hospitality, integrity, warmth, playfulness, style and of course, Swedishness.
The campaign pays homage to more than just the toast though. Elyx is the essence of Absolut vodka, and Absolut was built on the most awarded campaign advertising campaigns in history. The Absolut bottle campaign adorned the walls of fans' homes all over the world, and by adopting a consistent visual construct those wall displays told stories over time. Similarly the Skål campaign will tell stories through toasts expressed in a consistent and unique "Point of View" style, but brings it into the 21st century inviting fans to co-create, share and participate in social media.
We're inviting our fans to take a picture of their glass and captioning #HeresTo _______ #Skal, and filling in blank to express their toast and take part in the movement, such as #HeresTo short speeches and lasting friendships… #Skal.
"We're proud of our heritage. It's that history and knowledge that allowed us to create one of the world's best sipping spirits." Said Jonas Tahlin, CEO of Absolut Elyx, "And today we are proud to launch Skål, a campaign inspired by our heritage, but this time we're inviting our fans to actively take part during the act of toasting both in person and online."
The first in the campaign is "HeresTo True Luxury Vodka…" which nods to Absolut Elyx's DNA of being a true luxury crafted vodka. Launched through digital video and social channels on Tuesday 24th May, and later this year in print and out of home.
Link to first campaign Image: https://www.dropbox.com/s/n10tgwb5td6hlss/Elyx%20-%20Skal.jpeg?dl=0
Link to campaign video: https://www.youtube.com/playlist?list=PLyvyRwPdwp7-0NCzVVNKhgdXesQ_NtdGT
Absolut Elyx is made in Åhus, Sweden, exclusively from single estate wheat from the Råbelöf Castle, where they have been producing wheat since the 1400s. The wheat grown here contains exactly the right amount of water and has the perfect balance of starch.
Absolut Elyx is manually distilled in a 1921 copper rectification still known as Column 51, made entirely of copper. It is operated by a selected few who inherited their knowledge and expertise from past generations of spirit and vodka makers.
Absolut Elyx is the result of century-old expertise, passed down through generations of Swedish vodka-makers. Master Distiller Krister Asplund and his team are amongst the very few people who have the skills and knowledge to operate a manual still. Together they control the temperature and precise rate of flow during distillation by hand. Every handle, knob and level is adjusted manually. From seed to bottle, everything is done within a 15-mile radius of the distillery, ensuring quality control and perfection in every detail.
The result is vodka of unparalleled quality, awarded double gold and best vodka at the San Francisco World Spirits Competition and 96 points by wine enthusiast.
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SOURCE Absolut Elyx