LOS ANGELES, July 22 /PRNewswire/ --
Green Innovation Begins with Green Way LA(TM) Partnership
As part of ABSOLUT Vodka's commitment to supporting the spirit of the city of Los Angeles, ABSOLUT is donating $250,000 from the profits of ABSOLUT LOS ANGELES to Green Way LA(TM), an organization dedicated to restoring nature and natural functions in the city, and encouraging urban residents to "live lightly" to improve the environment, health and welfare of their communities. The donation will be used towards the Green Way LA(TM) 'Green Streets' initiative, which transforms streets, curbs and sidewalks so that rainwater and other polluted water is naturally cleaned before flowing into the Pacific Ocean, and brings beneficial nature back to urban dwellers.
"ABSOLUT Vodka's support allows us to focus on transforming our urban environment to truly make a difference in people's lives," said Larry Smith, Executive Director of Green Way LA(TM). "Green Way LA is leading the way to make the green ideals of 'Los Angeles as the Greenest City' a reality."
5,515 Minutes of Fame
ABSOLUT LOS ANGELES will be toasted with a celebrity-studded, red-carpet event in Los Angeles on Wednesday, July 23, with host Adrian Grenier adding some Hollywood sizzle and DJ Myles Hendrick spinning the hottest tunes out of LA. Spectacular out-of-home executions include an acrylic 20-foot bottle of ABSOLUT LOS ANGELES mounted above Hollywood's iconic KODAK Theatre, which will be donated to Aaron R. Thomas Design to be "upcycled" into furniture, lighting or sculptural pieces with a percentage of the sale of these items going to Green Way LA(TM). An integrated marketing campaign featuring advertisements in national magazines depicts giant bottles of ABSOLUT LOS ANGELES under spotlights with the tag line 'In An ABSOLUT World, LIGHTS, CAMERA, VODKA.'
Furthermore, ABSOLUT has partnered with high-end clothing designer Lisa Kline to create an ABSOLUT LOS ANGELES window display and feature the product in her men's boutique on Robertson Boulevard.