Absolut Loves L.A.

Marlon Brando, Katherine Hepburn and now: Absolut Vodka. The fourth best-selling spirit in the country will receive the first “Friend of the Walk of Fame” honorary star on Hollywood Boulevard. The brand is receiving recognition for being the inaugural donor to the restoration of one of Los Angeles’ most historic locales.

The announcement is tied in with the launch of Absolut Los Angeles. The limited-time only flavor (made of blueberry, acai berry, acerola cherry and “fruity notes of pomegranate”) debuted this month nationwide.

In addition to restoring the Walk of Fame, Absolut will donate $250,000 of the product’s sales to Green Way LA’s “Green Streets” initiative. The organization works to restore nature and natural functions to the city. Green Streets renovates streets, curbs and sidewalks so rainwater is naturally cleaned before flowing into the Pacific Ocean.

The effort comes on the heels of Absolut New Orleans. Sales of the limited-time-only mango with a kick of pepper vodka generated $2 million for Gulf Coast charities.

The special flavors, and their cause-related initiatives, wrap into the brand’s “In An Absolut World” ad campaign from TBWA\Chiat\Day, New York. The creative challenges consumers to come up with their ideal world. Most recently, Kanye West lent his vision on an Absolut world–namely everyone would get to be him for four hours.

The Absolut Los Angeles kickoff took place last week. Host Adrian Grenier was on hand along with a 20-foot bottle that stood outside of the Kodak Theater.

Absolut has said that it is boosting its media budget this year. It doled out $23 million on measured media last year (not including online), per Nielsen Monitor-Plus. Absolut is the fourth best-selling spirit in America at 5 million cases, per Impact, New York.