'Absolut Vodka' Shame - Reality Show Dedicated to Helping Non-Profits Stolen in a Scheme Reeking with Corporate Greed.

 

With much excitement and buzz, LXTV, NBC Local Media and Absolut Vodka issued a joint announcement in September 2008: The creation of On the Rocks: The Search for America's Top Bartender, "an onlinde reality series following the nationwide search for the best and brightest master mixologists who will showcase their style, personality and 'shaken not stirred' skills behind the bar." Contestants will compete for a $100,000 prize, and the 12-episode series premiered on November 8, 2008. Absolut is the exclusive sponsor to what LX.TV calls its "innovative, online reality project."

However, the entire concept for the show, for which Absolut Vodka (Pernod-Ricard) takes all the credit, is identical almost in its entirety to the one presented to them as Charity Mixology several months before the above show announcement.

LXTV's ON THE ROCKS: The Search for America's Top Bartender, featuring Absolut Vodka.

Throughout 2007, Scott O. Talbot, a celebrated New York philanthropist, recruited the leading minds in entertainment and business to support his program idea, one that was dedicated to transforming philanthropy on a global level. Over the following months, while preparing the many elements of Charity Mixology, Talbot met with Simon Ford and the senior management teams of the world's largest beverage companies. They met with representatives from Diageo, Svedka, Ketel One, and many others, hoping to secure liquor brands to be premier sponsors of Charity Mixology.

The biggest coups for Talbot, however, were securing meetings and a high level of interest from two very high-profile sponsors in the beverage industry: Pernod Ricard and Absolut Vodka. He had very successful meetings with each company: He met with senior-level managers of Pernod Ricard in September of 2007, and with a high-level creative team of Absolut in the beginning of November. Everyone with whom Talbot met was required to sign a Confidential Nondisclosure / Non-compete Agreement before being able to learn about any of the concepts of the show.

Mr. Simon Ford, Brand Relations Manager of Absolut Vodka, led the Absolut team. Talbot presented the benefits of the Absolut products being associated and branded with a socially responsible and philanthropic Charity Mixology show, describing the commercial and corporate advantages of being televised as 'socially responsible.'

According to the concept presenters, the team from Absolut was impressed and intrigued by the presentation, and asked a number of questions, including the production cost of the show, how long the show would run, and how many episodes and seasons it would last. They appeared extremely interested in pursuing the Charity Mixology concept with Talbot.

Talbot has since learned that Simon Ford and the executives who had been present at Talbot's presentation on November 1st, 2007 may have been intentionally deceitful against both their own company and Talbot himself…by crediting the idea for what they called On the Rocks: Search for America's Top Bartender, as the brainchild of Simon Ford and a creative team at Absolut Vodka.

Research into the timeline of Absolut's creative process certainly shows some discrepancies. According to Sarah Bessette, the Public Relations Manager for Absolut Spirits Company, LLC (who was, interestingly, also present at the November 1st, 2007 meeting between the Absolut team and Talbot), the program was only recently conceived: "[The show] was created in early 2008."

In discussing the uniqueness of the show, and the decision to approach NBC/LX.TV, things get even more interesting. In a series of phone and online interviews, Bessette stated: "We had 'conceptionalized' the show because the bartending community is our biggest advocate and our bread and butter. It is the bartender who will say to a patron: 'Why don't you try an Absolut Pear', etc. We had been 'conceptionalizing' for 8-9 months, then got the media on board.

"We announced the program in August, [including] the concept of the show and the auditions and the network. "What was interesting about our approach to On the Rocks: Search for America's Top Bartender is that we went to NBC with the pitch or content for this reality show, versus the other way around." It is atypical for a brand to develop content in this manner, as usually media partners would develop an idea and then shop it around to different brands. The initial reaction from NBC/LX.TV was excitement, and the idea was quickly pitched through the ranks. Given that the show was brand-led, it made it a home run proposition. "We also believe that our approach demonstrates that Absolut Vodka is a clear leader in innovation but creating new paths with which to reach our various audiences."

Involved in the initial meetings with Absolut Vodka (Absolut Spirits Company, LLC ) were, according to Sarah Bessette, "Our in-house master 'mixologist' Simon Ford – who is the eyes and ears among the bartending community – and members of the NBC marketing, sales, editorial, and reality show departments."

Talbot presented Charity Mixology to Pernod Ricard and Absolut Vodka in September of 2007; Absolut's On the Rocks was, according to Sarah Bessette, created in early 2008…the former was created as a philanthropic venture to benefit countless charities; the latter was created as a means to increase profits for the Absolut Vodka brand.

Anne Marie Principe, CEO/Executive Director of Books for Kids has been a strong supporter and fan of Talbot's show and what it can mean for charitable institutions. She states: "While Books for Kids has creatively and successfully navigated this past years treacherous financial waters, many others are fighting to stay afloat. Not-for-profits are devastated at the potential loss of much-needed contributions to the registered charities that were looking to this program as a financial lifeline. Given the current economic climate and the subsequent significant loss of funding, projects like these offer a foundation the ability to reach thousands of people, create awareness of their work and to carry on it's mission."

Continues Principe: "There are countless companies that show social responsibility every day and support numerous wonderful causes throughout the world. I would like to think this is simply a misunderstanding and this will be resolved with a positive outcome."