Absolut Bondi was conceived as a campaign celebrating a distinctive cultural insight of Sydney - the casual beach lifestyle of Bondi. The brief called for an 'outdoor spectacular'. Centrepiece of the campaign was a commissioned sculpture - Absolut Dahlsen - exhibited in the annual Sculpture by the Sea exhibition - which attracts entries from thirty countries and, this year, a record-breaking crowd close to 750,000. A low-key approach was taken to sponsorship, with no additional branding (other than the bottle shape) and no sponsorship listing. A promotion throughout local bars and restaurants featured the specially created Absolut Bondi cocktail.

The Absolut Bondi cocktail and the Absolut Dahlsen sculpture were launched in spectacular style. Invited guests (media, high profile opinion leaders and urban creatives - fashion, film and arts personalities) gathered at one of Sydney's premier bars, Iceberg overlooking Bondi Beach, whose barman created the Absolut Bondi cocktail. Following drinks and canapes, the crowd walked along the coastal path - spectacularly lit for the occasion - to climb to the headland where the sculpture was positioned. Further drinks, music and catering awaited. The event marked the launch of the cocktail promotion throughout Bondi, which ran for the three-week duration of the exhibition.