ABSOLUT Vodka has teamed up with Swedish House Mafia to release the first music track inspired by an ABSOLUT cocktail. Entitled ‘Greyhound’ the track is accompanied by a music video and a digital remix application providing the “multi-sensory cocktail experience”.

‘Greyhound’ is a popular ABSOLUT cocktail that mixes vodka and pink grapefruit juice. The ‘Greyhound’ track is a part of the new ABSOLUT campaign that combines innovative music, videos, TV commercials, print ads and a Facebook application where consumers can create their own remixes of the featured ABSOLUT tracks.

ABSOLUT has been celebrating art and music for many years. One of the latest big projects included ABSOLUT Blank campaign. This time the vodka brand has joined forces with popular band Swedish House Mafia to create ‘Greyhound’, a rhythmic house track. With the video, ABSOLUT aimed to create parallels between sound and taste and to emphasize the fact that a perfect cocktail experience involves all our senses.

“We’re adding music to mixology, and making hit tracks to go with our hit cocktails,” says Jonas Tåhlin, Vice President Global Marketing at The Absolut Company. “We always expect our consumers to remember the taste of a perfect cocktail. Now they are going to remember what it sounds like.”

ABSOLUT has also signed Swedish electronic pop group Little Dragon and alternative pop artist Dan Black from the UK to create tracks inspired by other delicious ABSOLUT cocktails. The tracks will be released during the upcoming months.

In addition, ABSOLUT has unveiled it will soon release a new vodka flavor, which is  a blend of cherry, white cranberry and sweet plum flavors, says Absolut Ads. The bottle design for ABSOLUT Cherrykran is full of romantic aтв poetry. “Our goal with the design,” says Global Design Director Anna Kamjou, “was to convey richness and beauty, and to evoke the effervescent magic of springtime cherry blossoms.”

Photo: ABSOLUT Cherrykran, from absolutads.com