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Absolut Vodka
Absolut Mix Responsibly

RAN IN: United States

CLIENT
Pernod Ricard

AGENCY
OGILVY MATHER *Lead Agency



UEG



Weber Shandwick



SUMMARY

With longstanding declines in a challenged category, regaining awareness and relevancy was a must. Absolut’s progressive connector (core target) loves to live life with others. But, as the market was reopening, anxiety on how to show up IRL prevailed. So, did judgment: to mask or not to mask? An iconic brand rooted in inclusion, Absolut took a stand: “No matter how you mix, mix with RESPECT. #mixresponsibly” Campaign garnered significant engagement, driving equity (TOM awareness +66%, Consideration +18%, Cultural Relevance +8%), increasing household penetration +25% and reversing market share decline.

CASE VIDEO


Medium Featured On Video: Branded Content – Product Placement,Digital Mktg. – Influencers,Digital Mktg. – Short Video (:15-3 min.),Digital Mktg. – Social: Organic,Digital Mktg. – Social: Paid,OOH – Billboards,OOH – Other Outdoor,Public Relations,Retail Experience: Digital,Influencer / Key Opinion Leader,TV

Language: English