Pernod drives Absolut Elyx focus in US
As Pernod Ricard attempts to claw back growth for Absolut vodka, the group has launched a new marketing campaign for super-premium brand extension Absolut Elyx in the US.
Absolut Elyx has launched its new Skål marketing campaign in the USThe brand’s ‘Skål’ campaign pays homage to the Swedish toast and invites fans to “co-create, share and participate” in social media.
“We’re proud of our heritage. It’s that history and knowledge that allowed us to create one of the world’s best sipping spirits.” Said Jonas Tahlin, CEO of Absolut Elyx. “And today we are proud to launch Skål, a campaign inspired by our heritage, but this time we’re inviting our fans to actively take part during the act of toasting both in person and online.”
Fans are invited to take a picture of their glass and write a #HeresTo caption.
The first part of Absolut Elyx’s campaign is ‘Here’s to True Vodka’, which will launch through digital video and social media channels, followed by print and out-of-home activations later this year.
In April 2015, Pernod Ricard opened a “first of its kind” brand home for Absolut Elyx, a super-premium single estate vodka.
Later that year, the group implemented a substantial write-down of Absolut vodka as the brand continued to struggle in its key US market. Pernod said that in order to “stabilise” the brand in the medium-term, it would drive growth of Absolut Elyx.
