1 in 3 people globally lack access to clean water. Absolut joins Pure Water for the World to raise awareness for the ongoing issue of unclean water in countless regions of the world. Throughout this campaign, the concept "Absolut-ely Not Water" is used to parallel the connection that both vodka and unclean water are absolutely not water, despite what they may look like or appear to be. By launching a “new product” and developing package design, print and social advertising, and merch, consumers are sure to find out what Absolut is doing to help the cause.