Absolut Vodka announced the debut of Absolut Ritmos, its first marketing initiative designed to build brand awareness with Hispanics. The national campaign translates to Absolut Rhythms, includes a
combination of print and radio ads; point-of-sale merchandise; on-premise, music promotions and special events. Absolut Ritmos' live music program includes the integration of contemporary music with a
unique multimedia performance designed by a video jockey, Latin percussionists who "jam" with disc jockeys, and a choreographed dance troupe. The promotion will tour nightclubs and appear at special
events in several markets.
