Absolut - It's in our spirit
ROLE: CCO
Vodka is a category devoid of any differentiation, where every brand is hellbent on showcasing a group of young and diverse people celebrating at a ‘high energy’ event - whether it be poolside or tableside in a nightclub. The spirit almost plays a perfunctory role being mixed at the end during a packshot cutaway sequence. There was a real opportunity to rebrand Absolut in order to stem a decade-long decline in sales.
Taking cues from the reality of the lives of the youth today, we reframed Absolut as an opportunity to take a break from their virtual lives and meet up meaningfully IRL (in real life). Because it’s in our spirit as humans to do so.
We led the global rebrand out of Singapore and launched it with a series of 600+ assets that are running around the world at the moment.
With 1.1 billion impressions, over 155 million video views and 99% positive sentiment sales finally started to turn around.
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