Celebration of Music and Drinks

Marketers are finally figuring it out. Electronic dance music is here to stay and is a great way to entice teens and young adults (in this case, JUST young adults... 21+). The EDM industry provides a slew of up-and-coming, influential artists... AKA potential brand ambassadors and promotional partners. Absolut Vodka is ahead of the game and has roped in the famous Swedish House Mafia to create a collaborative multi-dimensional cocktail experience to promote the new Absolut Greyhound cocktail. The Swedish, grapefruit-spiked cocktail is Absolut's new signature drink, as well as the official drink of electronic dance music. The drink must be absolutely incredible, especially since it inspired Sebastian Ingrosso, Axwell, and Steve Angello's latest single... also called "Greyhound". 


"Greyhound" is a bit more low-key than Swedish House Mafia's typical instrumentals... though it still builds up, breaks down... bass drop, etc. I'm sure that was a strategic decision when considering the commercial aspects of the partnership... not everyone can handle EDM. The track is pretty good, but the accompanying video really finalizes the partnership. It's a Sci-Fi-inspired, desert dog race. It's incredibly futuristic, quirky, and dramatic. The three SHM DJ's appear underground and are the controls behind the three robotic greyhounds. They are essentially disc jockeys--get it?! Check it out.

Swedish House Mafia is big in the EDM world--and I mean BIG. The Absolut partnership adds to the growing number of musical acts teaming up with beverage companies in order to push culturally relevant brands. This partnership is perfect. SHM will take Absolut far... or will it be the other way around? Either way, the iconic Swedish brands have collaborated to celebrate two incredibly important things in society: music and drinks. Cheers and rage on!


POGS,
AKtually Ashley