ABSOLUT
The World of Absolut Cocktails. Born To Mix
Output: Global Brand Strategy
Completed: Ogilvy
After several years of regional marketing, Absolut was on a mission to return with its biggest global campaign in over a decade.
The Challenge
Absolut is a cultural icon with a rich legacy of breaking barriers and stereotypes however, over time the brand had lost cultural relevance amongst it targeted consumer group. We needed a multi-year platform that could extend into a fully integrated campaign and help reposition the brand in the center of culture.
The Strategic Approach
My job was to help guide our creative team to a platform that could best bring to life Absolut’s brand purpose of creating a more open world where we celebrate each other's differences. To get there I helped develop a strategic positioning and narrative that brought together two worlds - Absolut’s history and the future we would create together.
The Work
The strategic positioning led to a a 360 degree creative campaign that personified Absolut’s most popular and iconic cocktails through different and dynamic adult life stages and characteristics to inspire people of all backgrounds to mix together all while showcasing the versatility of the vodka.
Absolut has always been a brand that believes in mixing people, ideas and drinks as a proponent for a world that is more open, free and fun. ‘The World of Absolut’ put this on display at a global level for the first time in the brand’s history.
The campaign was narrated by Academy Award winning actor Rami Malek and kicked off with national TV spots, out-of-home advertising in Miami, NYC, San Francisco and Los Angeles; and online through digital films and social content.
Out of Home:
Social:
The Impact
The World of Absolut Cocktails. Born To Mix” is Absolut’s biggest campaign in history. It has continued to serve as Absolut’s main creative platform to run and iterate on year over year and has been tested and vetted as appealing and aspirational to a broad range of target audiences.
“Absolut mixes cocktail personalities in biggest campaign over a decade ”
“Absolut Brings Its World of Cocktails to Life in a Message About Inclusion ”
“Absolut’s Biggest Campaign “The World of Absolut Cocktails. Born To Mix.” Demonstrates the Power of Mixing Different People Perspectives & Coctakils”