Jenny King is a Senior Brand Manager at Pernod Ricard UK, having joined the business in 2008 as an Account Development Manager before moving into Marketing. Having previously overseen brands including Absolut, Malibu and Kahlua, she has recently moved to lead on Jameson, where her mission is to attract more female consumers to the Whiskey category.
Jenny’s two most recent campaigns for Absolut Vodka boldly took the brand in a brave new direction. Whilst other major brands had refrained from activating the Porn Star Martini in consumer-facing communications due to regulatory issues with the name, Jenny spotted a huge opportunity to take ownership. To do so, Absolut took over a four-story townhouse in the heart of Soho during London Cocktail Week 2018 and turned each level into an immersive, highly Instagrammable representation of the cocktail’s key components. The sold-out event welcomed nearly 1,000 consumers and achieved over 15 million opportunities to see across gold-standard media.
This closely followed a campaign championing Absolut’s belief that people should be free to love who they choose. Coinciding with UK Pride and the 50th anniversary of the decriminalisation of homosexuality in England and Wales, the central element was a powerful stunt highlighting the number of countries where it is still illegal to be gay. A photographic series of 72 same sex kisses, with real people from the countries where it is still illegal, was launched with an exhibition at the Houses of Parliament, a Metro cover wrap and OOH presence in hate crime-ridden cities.