As a token of appreciation and support for the difficult times Puerto Rico has gone through, Absolut Vodka launched the “Absolut for Puerto Rico” campaign along with a limited edition bottle alluding to the country, a remarkable feat - this being the first bottle dedicated to a Caribbean Island. This collection piece pays tribute to the culture of our country through the indigenous symbols embodied, such as the “maga” flower, the greenery of nature evoking “El Yunque,” the Puerto Rican amazon, and the flag in a bottle colored an intense blue distinctive of the brand produced in Sweden.
The “Absolut for Puerto Rico” campaign sought to highlight culture, resilience, and the values that make Puerto Ricans unique. To achieve this, the brand created the website www.absolutporpuertorico.com where the consumer can find information on small businesses to support local commerce, details on how the limited edition bottle of Puerto Rico came to be, and learn more about this social responsibility project.
A fundamental objective was to raise awareness about social responsibility and sustainability, essential values for Absolut. For this reason, the brand joined forces with the Friends of El Yunque Foundation, an entity committed to the education, recreation, and conservation of the forest. Absolut will donate a percentage of the sales of this unique bottle to the non-profit organization, also through their social networks, they will help raise awareness about the work the Foundation does.
Another key element of this campaign is Absolut's commitment to helping the restaurant industry, which is why they carried out various offers to attract consumers to visit these gastronomic centers.