Absolut One Source Case Study

Absolut aligns itself with trailblazers who redefine cultural norms. It’s a bold brand that is always moving forward. As their agency of record, we embrace these values and deliver work that make Absolut not just a digital innovator, but also a cultural leader.

Thumb final two color
Oct 31, 2018

One Source was well known globally but the idea wasn’t resonating with African audiences. So how do we make Africans care about One Source - an intrinsic message that describes how every drop of Absolut Vodka is produced in a tiny town in Sweden?

We teamed up with hip-hop star Khuli Chana, and created our own ONE SOURCE; an African Musical Collaboration. ONE SOURCE became a celebration of the African creative revolution currently underway.

We created a documentary series, an EP, and a music video for the title track - chronicling his journey from South Africa to Ghana, from collaborator to collaborator, lighting the fire of African creativity wherever he went.

Absolut One Source Case Study from VMLY&R London on Vimeo.


The One Source EP reached number 1 on iTunes, filled national airwaves, made it to major news and music shows - and was shared by some of the continent's most influential artists - all for free. This resulted in an 84 % increase in sales and market share that doubled from 14% to 28%. With 1.75 billion earned media impressions, the music and video was, and is still, played on radio, television stations, blogs and social media across the continent - creating unprecedented organic coverage for Absolut. 

Medium final two color

VMLY&R London

VMLY&R is a global marketing agency with more than 7,000 employees worldwide with principal offices in Kansas City, London, New York, São Paulo, Shanghai, Singapore and Sydney. VMLY&R works with client partners including Colgate-Palmolive, Danone, Dell, Ford, Office Depot, PepsiCo, Pfizer and Wendy’s.

No comments yet.