Don't Call it a Comeback: Absinthe Ads Return

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By: Dwayne W. Waite Jr.

Though Absinthe, the infamous green elixir with nicknames like "the Green Fairy" and "the Green Menace," has been available around the world for some time, there hasn't been a brand ready to make a global push to market and distribute the drink.

Enter Pernod-Ricard, the drink maker that says it was one of the first that made absinthe commercially available in 1805, is planning a global campaign to introduce its absinthe brand, Supéri-eure. Pernod-Ricard claims that its brand was the one go-to absinthe for the artists Van Gogh and Picasso. In fact, it plans on emphasizing its cultural impact by collaborating with artists and musicians, releasing limited-edition bottles, and playing on its story of being part of the fabric of bohemian culture. It also appointed Forward, a media company based in London, to create a digital arena for the brand and help with a series of fashion-related events throughout the UK.

Pernod-Ricard also plans on implementing a print campaign in the near future.

Like we said, we have not seen a focused advertising campaign for an absinthe brand in the United States, though certain brands are sold. With the United States overturning Prohibition only a mere 79 years ago, it would be interesting to see what the reaction will be if (or when) Pernod-Ricard's marketing activities hit this side of the world. We covered the backlash the rap and music world is receiving when it comes to references about alcohol and the positive correlation it has with underage drinking. If Pernod-Ricard is successful in tapping into the artist and hipster world of the U.S., will we see a rise in underage consumption of absinthe? It is hard to predict, but due to the hype around absinthe, and if big voices in the cultural community add their voices to the campaign, it wouldn't be difficult to believe that the assumption is not unwise.

The point is, with many markets clamping down on alcohol and advertising (including the UK) it will be interesting to see how Pernod-Ricard dances the line of sophistication, celebration, and moderation.

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About the Author

Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.

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