Absolut, however, is singing a different tune, referring to the plaque as an "honorary star" in a press release. Public relations manager Sarah Bessette said it will be "right there in front of the Kodak Theatre, near the others."
Absolut is gearing up a flashy marketing campaign to introduce its new vodka, Absolut LA, which it describes as a "progressive mix of new age flavors" such as blueberry, acai and pomegranate. "Flavored vodka as a concept has become a little bit stale," said Tim Murphy, Absolut's vice president of marketing.
The Swedish company stumbled into the limelight in April when another advertisement from its "In an Absolut World" campaign showed the Mexican border extending northward to roughly where it was before the Mexican-American War.
The newest campaign might help Absolut get ahead of the many vodka companies scrambling for attention as they roll out new flavors of vodka, said Brian Quinton, editor at large for Promo Magazine.
Until, that is, the chamber persuades other sponsors to plop down some cash for their very own slice of sidewalk.
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alana.semuels@latimes.com
