The drinks maker first produced the spirit, sometimes called "the green fairy", in France in 1805.
It is planning its first global campaign for its Absinthe Supéri-eure brand, which will underline the drink's associations with the arts and bohemian culture.
Pernod-Ricard has appointed Forward to create a digital platform and a series of art and fashion themed events in the UK and other key markets this year.
It also plans to collaborate with artists to produce limited-edition bottles, with a print campaign to follow in the coming months.
Pernod Ricard claims its 68% ABV absinthe was the first commercially available, and favoured by artists such as Van Gogh and Picasso.
The drink has never been banned in the UK.