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Pernod Ricard Australia appoints Sound Alliance as ABSOLUT experiential agency

Announcement posted by Access Public Relations 08 Aug 2013

One of Australia’s leading online publishers and agency, Sound Alliance, has been appointed as ABSOLUT’s experiential agency for upcoming limited edition launches around the country.

The vodka brand, part of the Pernod Ricard stable, appointed Sound Alliance Agency after a competitive pitch.

Sound Alliance Agency specialises in combining experiential, digital and promotional elements to effectively reach ABSOLUT’s sophisticated and creative target. The agency works closely with a number of high-profile brands across a number of categories.

The win also caps off an extremely successful first half of 2013 for the overall business, with Sound Alliance’s publishing business launching the country’s first mobile-first masthead, Junkee.com; introducing native advertising to Australia and launching its major electronic dance masthead inthemix.com in the US.

“We will be working with ABSOLUT on launching new, limited edition ABSOLUT bottles over the next 12 months through event activations around the country, tapping into our knowledge and insight of ABSOLUT’s core target demographic of sophisticated and fashionable people,” Sound Alliance CEO Neil Ackland said.

“We are excited to have the team on board to help amplify the creativity and energy that ABSOLUT has been famous for over the years. Their extensive knowledge and experience in appealing to our consumers will be invaluable in creating experiences that reflect what the brand is all about,” said Tom Dusseldorp, Group Brand Manager, Pernod Ricard Australia.

Sound Alliance will work alongside existing agencies Cav Con (PR) and Tongue (digital) on the business.

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About Sound Alliance
Launched 10 years ago, Sydney-based Sound Alliance is one of Australia’s leading online
publishers. Sound Alliance owns and runs FasterLouder, inthemix, SameSame, last.fm,
mess+noise, and the just-launched Junkee.com, and represents titles Pitchfork and The
Hype Machine. Together, these titles have a combined monthly UB audience of more than
one million and offer advertisers a gateway to the country’s 18-29 year old demographic. Its in-house agency, the Sound Alliance Agency, has worked with some of the world’s biggest brands, drawing insights and research from its vast online audience to create original, compelling communication platforms that entertain and engage. www.thesoundalliance.net

About The ABSOLUT Company
The ABSOLUT Company has the worldwide responsibility for the production, innovation and strategic marketing of ABSOLUT Vodka, Malibu, Kahlúa, Wyborowa, Luksusowa and Frïs. ABSOLUT Vodka is the world¹s fourth largest premium spirits brand. Every bottle of Absolut Vodka is produced in Åhus in southern Sweden. As of July 2008, The ABSOLUT Company is a company within the Pernod Ricard group, which holds one of the most prestigious brand portfolios in the sector. The head office is located in Stockholm, Sweden.

About Pernod Ricard Australia
Pernod Ricard Australia is a division of Premium Wine Brands Pty Ltd, the Australian subsidiary of Pernod Ricard, the world’s co-leader in wine and spirits. A major player in the Australian wine and spirits market, Pernod Ricard Australia represents a market leading portfolio of premium wine and spirit brands including leading Australian wines Jacob’s Creek, Wyndham Estate, leading New Zealand wines Brancott Estate and Stoneleigh, premium international spirits ABSOLUT, Chivas Regal, Ballantine’s, Jameson, Kahlua and Malibu, as well as world class Champagne G.H.Mumm and Perrier-Jouët. With the mission to build strong brands and deliver sustainable growth, Pernod Ricard Australia is committed to corporate and social responsibility, and the promotion of responsible drinking. www.pernod-ricard-australia.com

For further information please contact:
Danielle Veldre 
Access Public Relations
T: 02 9292 7009
M: 0408 972 997
E: danielle@accesspr.com.au

Emma Davey
Access Public Relations
T: 02 9292 7012
M: 0422 164 198
E: emma@accesspr.com.au