Absolut has launched its largest global marketing campaign in over 10 years, ‘The World of Absolut Cocktails’ in a bid to appeal to people of all ages and backgrounds.
Created by WPP-owned agency Ogilvy, the ‘Cocktails: Born to Mix’ campaign intends to appeal to the curiosity of drinkers from all around the world and encourages them to ‘come together’ to mix ideas and more importantly drinks.
Narrated by Academy Award-winning actor Rami Malek, the marketing campaign introduces consumers to a ‘diverse world’ in which people personify cocktails. The colourfully dressed characters all have their own distinct behaviours, highlighting the unique differences between each of the vodka brand’s cocktails.
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“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,” The Absolut Company global vice president of marketing, Charl Bassil, said.
“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.”
The Ogilvy integrated campaign, directed by Rodrigo Saavedra, will see the Madras, Lemonade, Bloody Mary, Espresso Martini and Cosmopolitan cocktails be introduced to the world via TV, digital, social and OOH platforms. Additional flavours will be showcased later on throughout the year.
Ogilvy worldwide deputy chief creative officer, Joe Sciarrotta, added: “Absolut is a cultural icon with a rich legacy of breaking barriers and stereotypes. This inclusive and versatile nature of the brand gave birth to the idea. Every character in the film has a unique backstory that was taken from the characteristics of the cocktails they’re portraying. Absolut reminds us when we all accept each other and come together, life becomes the ultimate cocktail party.”
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Rami Malek concluded: “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.”
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