:: mike errico diary ::

:: Tuesday, January 17, 2006 ::

From the "WTF?" files:


ABSOLUT Launches ABSOLUT KRAVITZ:


A Groundbreaking Global Music Project Featuring a New Interpretation of the Brand by Lenny Kravitz

ABSOLUT is proud to announce the launch of ABSOLUT KRAVITZ - a new music project which sees Lenny Kravitz creating an exclusive new track based on his interpretation of the ABSOLUT brand.

'We are thrilled to have Lenny Kravitz with us on our creative journey and in this, our first high-profile music project' says Michael Persson, Global Brand Director for ABSOLUT VODKA. 'Not only is he supremely talented; his output, inspired by so many genres and eras of music, defies categorization, making him truly individual - a quality which means he is perfectly at home with the creativity of ABSOLUT.'

Kravitz said that he was inspired by the brand's core values of clarity, simplicity and perfection. 'There's nothing more simple, clear or perfect than the essence of true love,' he says. 'Once I'd felt that, the track just came.'


post a nightmare.
:: mike 9:42 AM [+] ::