Absolut Kindness Campaign in the Streets of London (submitted by C. G. Weinstein)

Here's kind of a wild and crazy campaign. Absolut Vodka launched a week-long marketing effort in London that asked people to pay with kindness instead of money. Mark Hamilton, head of marketing, said: ‘The timing of our activity is especially poignant in the recessionary environment. Absolut seeks to stimulate discussion around unconventional views of the world...."

Soho market where you can pay in kindness

Sri Carmichael24 Apr 2009
Customers are being asked to pay with "acts of kindness" rather than cash at a Soho market.

Berwick Street market will be money-free between 1pm and 3pm tomorrow. Customers must tell a funny story, smile or give a hug for their goods.

Ian Keene, 62, who has run a fish stall at Berwick Street for 43 years, said: "With all the gloom about, people need to try to cheer each other up."

Mr Keene said he would give customers a dinner of fish fillets in return for a simple compliment. But to wangle some of his top scallops, he will insist on a good joke or a song and dance.

Fruit and vegetable seller Norman Wilson, 50, said: "I think customers will love it. It's going to be like a little street party, everyone happy and being nice to each other."

Tomorrow's event is the culmination of a week-long campaign by Absolut vodka, Absolut Kindness, aimed at encouraging Londoners to imagine a world where good feelings are more important than money.

Mark Hamilton, head of marketing for Absolut, said: "We want to show our customers an optimistic vision of life."

Absolut ad spot encourages consumers to hug

By Luke Forshaw Thursday, 09 April 2009 05:30PM 1 comment

LONDON - Absolut Vodka has unveiled a new campaign entitled 'Hugs', only a few weeks after the launch of its last ad campaign.

‘Hugs' envisions a world where the only currency is human kindness. Shoppers are seen paying for their groceries with a hug, and bus drivers receive kisses for their services.

The ads are to debut in art-house cinemas across the UK on 10 April, before being shown in mainstream cinemas after the Easter break. From 16 April, the adverts will be on topical news websites.

Mark Hamilton, head of marketing for vodkas at Pernod Ricard UK, said: ‘The timing of our activity is especially poignant in the recessionary environment. Absolut seeks to stimulate discussion around unconventional views of the world that we hope will be influential amongst our target audience.'

‘Hugs' follows Absolut's previous campaign, ‘Protest', which showed rioters harmlessly fighting with pillows.

To see the video, follow the link below:
Absolut Kindness