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Friday November 18, 2011

Pernod Ricard teams up with renowned tattoo artist to promote Absolut Vodka

KOTA KINABALU: One of the world’s leaders in wines and spirits Pernod Ricard has teamed up with a renowned tattoo artist to promote its premier brand Absolut Vodka in the country starting with Sabah’s capital.

Absolute attention: Eddie speaks to the media with the Absolut Vodka bottles placed in front of him.

Pernod Ricard marketing manager Venkatesh Raj underlined the company’s decision to collaborate with Eddie David of Borneo Ink, a promoter of local Iban culture and modern western art, to help push the brand.

Eddie gained international attention after being featured in a National Geographic documentary called ‘The Vanishing Tattoos of Borneo’ back in 2006 and this has convinced the company they had their man in the Sarawakian.

“Eddie’s years of experience and talent in body art, paintings,

sculpturing of Antu Gerasi (traditional mask drawing on shield) and especially tattoo artworks is inspirational,” said Venkatesh.

“His works is a reflection of our commitment to creativity that reinforces the recognition and long-standing passion by Absolut in art, fashion and music.

“Our collaboration with Borneo Ink is significant as it represents the launch of a two-month campaign for the Kota Kinabalu market,” said Venkatesh.

Just as ecstatic about the collaboration, Eddie said this opportunity gave recognition to his works especially in the vanishing traditional tattoo culture.

Full concentration: Eddie shows off his tattooing skills.

“Tattoo in Borneo is an integral part of the Iban community. Borneo Ink is committed to promoting this traditional culture and we are delighted with Absolut Vodka for this opportunity to showcase our art form,” he said.

Venkatesh said patrons will be rewarded with T-shirts featuring the distinctive Antu Gerasi motif available at entertainment outlets here like BED, Cock n Bull, R&B, D’Junction, Chocolate Factory, Blue 7 and Razz Ma Tazz for every purchase of a bottle of Absolut.

He also said Pernod Ricard would continue to improve the market presence of Absolut in Borneo, particularly Sabah.