In the last few years, ABSOLUT has "distilled" some of the most unique spirits in America. It’s all part of a strategy that capitalizes on the growing demand for flavoured vodkas, by launching a series of limited-edition flavours, each one celebrating famous hometowns. Since 2007, there have been four: New Orleans, Los Angeles, Boston and most recently ABSOLUT BROOKLYN.

ABSOLUT® BROOKLYN was unveiled in June 2010, in collaboration with filmmaker Spike Lee. Spike designed the bottle to depict what he envisioned as the cornerstone of his beloved borough – a brownstone stoop.

The PR team was tasked with elevating ABSOLUT BROOKLYN to "cult status" given the celebrity collaboration and aggressive sales objectives. ABSOLUT knew that a celebrity campaign pushed out by a big corporation might lack the "street cred" needed in a borough that prides itself on local culture. The campaign needed a unique, local approach to take root and spread organically.The result was a "stoop life movement," led by strategic partnerships, that generated wide spread awareness and excitement for the new flavour. Only five months after launch, total depletions exceeded expectations by more than 50% and ABSOLUT BROOKLYN became the most successful city series to date.

Celebrating Bloggers:Brooklyn Blogfest served as the official launch. With 350+ bloggers in attendance, Spike Lee introduced BrooklynStoopLife.com.

Aggregating the Movement: Simultaneously, the team worked to secure nine blogger partners to help kick off the "Stoop Life" movement by writing a "stoop story", which was aggregated on www.BrooklynStoopLife.com, a destination that brought the movement together through an RSS feed of blog posts, Twitter, Flickr and Facebook.Building Stoops:The team hosted a press conference/check presentation of $50K for charity partner, Habitat for Humanity-NYC.Fashion for a Cause: The team worked with Brooklyn Industries and local designer Fuse Green on a limited-edition "stoop life" t-shirt which was sold online/in-store at stores in the area. A portion of proceeds benefited Habitat.

Launch Celebration:PR secured 57 media to attend the launch party.

Staying Social:Every program and partnership was shared online, so anyone could join the movement!

Strengthened Reputation: • Total awareness nearly tripled among the core target and after the launch 8x as many consumers would consider purchasing ABSOLUT BROOKLYNRecord Sales:• Total depletions exceeded in more than 50% the original expectation (35K) Blogger Success Story:• Doubled media impressions of the previously most successful city series.• Movement drove coverage in more than 30 Brooklyn-specific blogs, in 100% of local market NY publications and on national sites like: Huffington Post, Slashfood, CHOW, NY Magazine and Asylum • Positive reviews for the flavour, inclusion of all key messages/partnerships • Awarded the 2010 "Blog Worthy Award" for best outreach to the blogger community in Spirits Category, beating Bacardi and CIROC (Bacardi was the sponsor) • BrooklynStoopLife.com drove 1,850 "likes" and 480 comments on Facebook, more than 2,500 tweets and reached more than 2.5 million followers.