Cannes Lions

ABSOLUT VODKA

G2, New York / ABSOLUT VODKA / 2009

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Overview

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Credits

Overview

Execution

“In an Absolut World, What’s Hot Is Cool.” As public concern over global warming gained momentum, we learned that Absolut’s target wanted to get involved, but didn’t know how. We also identified Absolut’s substantial existing ecological efforts as an underutilized asset. The result: “Absolut Global Cooling,” a promotional campaign that created a forum where consumers could get involved personally in a fun and simple way. It spanned every consumer touchpoint, from print advertising and on- and off-premise POS to interactive website and mobile messaging to trade/bar merchandising programs, kicking off with The Live Earth Concert and Film Series sponsorships.

Outcome

The “Absolut Global Cooling” promotional campaign, Absolut’s, multi-channel national marketing program, achieved immediate buy-in from trade channels. It was able to secure incremental placement/display across various national account chains and properties, resulting in a more than 65% sell-through for the 2008 calendar year. It also reinforced the general brand awareness advertising campaign’s “In an Absolut World,” and Absolut posted a 9% increase in sales in the first nine months after launch. In addition, the PR effect of the brand’s sponsorship of the Live Earth Film Series netted numerous online links, including many environmental sites.

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