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.

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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. 

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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.

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