Absolut Elyx & Water For People

Transformation of Pernod Ricard’s number one global priority innovation into the world’s first true social business in the liquor category. Conceived strategy and implemented non-profit partnership agreement with Water For People and implemented 360 activation. To date Elyx has raised over half a million dollars to support safe water for those in need, and at the same time generated more than double the PR of it’s bigger brother, Absolut.