Absolut unveils global cocktail campaignBy Alice Brooker
Pernod Ricard-owned Absolut has launched a global campaign spotlighting a range of vodka-based cocktails, narrated by actor Rami Malek.
‘The World of Absolut Cocktails. Born to Mix’ is a 360º campaign that inspires drinkers to come together to mix cocktails. It is the brand’s biggest global marketing campaign in more than 10 years.
In the TV spot, narrated by Bohemian Rhapsody actor Rami Malek, cocktails are personified as party guests, with characteristics and lifestyles, in order to showcase the versatility of the vodka. The guests dance with one another as their cocktail name is presented on-screen.
Malek said: “Absolut is a brand that strives to bring people together and celebrate what makes each of us unique, and this campaign is a continuation of that. I’m very pleased to act as the voice of the World of Absolut Cocktails and to further share and celebrate this intention.”
Among the cocktails are: Cosmopolitan, chic with a flair for art; Espresso Martini, an attention-grabbing trendsetter; Bloody Mary, a trustworthy friend to all; Lemonade, a cool classic; and Madras, the life of the party – first to come and last to leave.
Pam Forbus, senior vice-president, chief marketing officer, Pernod Ricard North America, said: “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 Cocktails campaign embodies that legacy, ushering in a new creative territory for the brand that puts our most iconic and popular cocktails at the centre of the campaign.
“The cocktails take on a life of their own, each with a unique and surprising personification that epitomises our roots as a cultural mixer, inspiring people’s ideas and identities to ultimately create authentic connections.”
Directed by Rodrigo Saavedra and developed with creative agency Ogilvy, the campaign will be rolled out on TV in the US, and online through digital films and social content.
The campaign will debut in the US and Canada this summer, with global versions and extensions to follow in 2023.
“We believe that when diverse people come together, incredible things can happen. This thirst for mixing – that is how we see things on a human and societal level, and it’s a direct extension of the versatility of our product,” added Charl Bassil, global vice-president marketing, Absolut, The Absolut Company.
“This campaign brings our values to life through the personification of cocktails, a fun and fabulous world where everyone and anyone is invited. We believe that this is an idea that is universal because, after all, we are all born to mix.”
Earlier this year, the brand partnered with music trio Swedish House Mafia to launch a signature cocktail.