CIRKLE – ABSOLUT #13TH CLASSIC
How did we increase consumer (Ambitious Socials) awareness for Absolut when there was no NPD and when Smirnoff was hot on its heels?
We realised something was missing from Absolut’s iconic 12-classic cocktails – a 13th! Our ‘show not tell’ advocacy strategy tapped into the cocktail revivalist trend of re-imagining cocktails. Putting influential Bartenders at the heart of our plan, we launched a nationwide search which challenged them to create the elusive 13th Classic cocktail. Inspiring experimentation and storytelling - films of said cocktails being shaken/stirred/set fire to - had to be uploaded to Absolute’s Facebook page for shortlisting ahead of the theatrical live finals.
The Impact: Huge increase in social sharing, comments and views; +2% increase in brand advocacy, +3% increase in ‘superior taste’ saliency. Crucially secured new clubs and bar menu listings.
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