(09 Sep 2015)"The most important drink in the world? Water!" says Fred Armisen in a new, celebrity-filled video announcing an exciting partnership between Absolut Elyx and Water For People (WFP). The five-year partnership will bring access to safe water to more than 100,000 people worldwide.
For every bottle of vodka sold, Elyx will provide access to one week of safe water (140 liters) to someone in need through Water For People’s work; for every copper pineapple drinking vessel (to be sold starting in October) sold, access to one month of water (560 liters) will be provided.
To help support the launch, Hollywood’s brightest talent crafted a playful video with a purpose. Directed by SNL alum and Portlandia creator, Fred Armisen, and produced by Orange is the New Black star, Natasha Lyonne, the video features actors Miles Teller, Tracee Ellis Ross, Taylor Kitsch, Chloe Sevigny, Alia Shawkat, Paul Scheer, comedian George Wallace and musician Aimee Mann all engaging in a "casting call" for a commercial that never gets made. To see the video (and find out why it wasn’t made), please click here.
Elyx, a luxury vodka from the Absolut Company, is working to transform and modernize the spirits industry – making social impact integration the rule rather than the exception. Elyx hopes that by leveraging its brand and partnering with Water For People, it will drive awareness and support for long-term solutions to the global water crisis. While Elyx has an ambition to help provide 100,000 people with access to safe water, that number could be even greater if consumer support is higher than expected.
Based in Denver, Colo., Water For People is disrupting and leading the water and sanitation sector. With programs in nine countries, Water For People brings together local entrepreneurs, community members and local governments to establish innovative, collaborative solutions that allow communities to build and maintain their own reliable safe water systems.
"While a spirits company and water non-profit may seem like an unlikely pair, water is the foundation of both our organizations," said Jonas Tahlin, CEO of Absolut Elyx. "We also share a commitment to integrity and sustainability, and together we hope to amplify the goals and urgency in solving the global water crisis."
"Water For People’s goal is to bring access to safe water to Everyone Forever and we are thrilled that Elyx is joining us on this mission," said Eleanor Allen, CEO of Water For People. "By joining forces, Elyx will help us reach and engage new audiences, support our programs around the world, and ultimately bring access to water to 100,000 people."
The Elyx and Water For People partnership will support Water For People’s Everyone Forever model. Through this pioneering approach, Water For People aims to reach every family, every school and every clinic with lasting access to safe water and sanitation across the nine countries in which they work.
"We want to ensure that we don’t just fill our own glasses," added Tahlin, "but that we also help fill the glasses of those in need with the most important drink in the world: water."
Social Media Information:
Absolut Elyx: Instagram / Facebook / Twitter
Water For People: Instagram / Facebook / Twitter
Partnership Hashtags: #DrinkWithIntegrity #LuxuryOnTap
ABOUT ABSOLUT ELYX:
Absolut Elyx is a new definition of luxury vodka, built on the principles of quality, integrity and true craftsmanship. Every drop of Absolut Elyx is made with soft winter wheat from a Single estate, Rabelof, in Southern Sweden. The wheat is then manually distilled in a vintage copper column still from 1921. The still, operated by hand by a select few, is made entirely of copper. The result is an award winning vodka with a rich and exceptionally smooth mouth feel.
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