Vodka giant Absolut has released the latest instalment of its ‘Born To Mix’ campaign, collaborating once again with singer-songwriter and Eurovision contestant Olly Alexander.
This campaign follows the launch of a limited-edition bottle, Absolut Mosaik, designed by the singer.
In a move to highlight the power of community and strength when you mix with others to drive change, it will champion three leading UK changemakers.
Lady Phyll, Trina Nicole, and ShayShay are renowned for establishing secure environments where communities can gather to celebrate diversity and promote change.
ABSOLUT’s Censuswide report found that 62% of the UK is feeling more optimistic for the year ahead, and 88% of people feel motivated to make change and a difference in 2024.
Leanne Banks marketing director at Pernod Ricard UK commented: “At Absolut, we continue to support and platform the individuals who are making moves and taking inspiring steps to build a more diverse world and a better future. We’ve loved working with Olly again, as he enters a huge year, and we are proud to funding such important initiatives that aim to bring people together, inspire and empower individuals to take a step towards creating the change they want to see in the world.”
To help people ‘take a step’, Absolut is profiling the changemaker communities and providing tips and advice on how to get involved in the issues that matter most to them.
Absolut also plans to fund a series of new events, hosted, and run by Trina Nicole, Lady Phyll, and ShayShay, to inspire us all to mix together.
The 700ml bottle is now available across all major grocers (RRP £22) as a 1L via Amazon and Costco (RRP £28).
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