ABSOLUT Innovation

There are some problems over at ABSOLUT.

I know this because I applied for a position at its parent company and completed three rounds of interviews before the head of the Communications Department said to me, “You’re here for what? That position was filled months ago!”

I don’t know who was hired for that public relations position, and I don’t know what they do all day, but I hope they were responsible for writing the following news release headline: “ABSOLUT(R) Partners With Kanye West on Most Innovative Collaboration in Spirits Brand's History.”

It seems that as “the most influential spirits brand in the world” ABSOLUT has decided that it’s no longer enough to simply innovate or collaborate. If you want to make history, you have to innovate collaboratively.

Or maybe collaborate innovatively - like this: "From San Francisco and Los Angeles to New York City and Washington, DC, ABSOLUT 100 cocktails and bottle service will be featured prominently in the coolest nightclubs, where official [Kanye West] after parties will jam into the night. Incorporating elements of the tour and Kanye's renowned design aesthetic into both the club scene and retail locations across the country, ABSOLUT will create a 360-degree experience for Kanye's fan base."

In keeping with this theme, perhaps ABSOLUT HR could partner with ABSOLUT Corporate Communications and forge the most innovative collaboration in hiring process history and create a 360-degree experience for their applicants.

I'd drink to that. And then I'd jam into the night.