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Absolut puts classics with a twist under spotlight in digital campaign

Published:  30 September, 2015

Absolut vodka is launching a new Taste Perfection brand marketing platform focusing on classic vodka cocktails such as the Bloody Mary and Cosmopolitan.

Twelve cocktails have been given a twist by brand ambassador Ricardo Dynan and will be brought to life through online visuals on social media, programmed digital content and paid-for searches.

The brand said it would amount to "instigating an always-on digital presence with the right content, at the right time, in the right place, to drive consideration and conversion at point-of-purchase".

Adam Boita, head of marketing at supplier Pernod Ricard UK, said: "The aim is not only to inspire consumers to buy and enjoy Absolut, but also educate them on how to make the perfect serves for themselves.

"Classic cocktails dominate the top 10 cocktails in the UK and we are seeing an exciting revivalist trend, where the future of cocktails lies in the past.

"We'd recommend retailers to creatively cross-merchandise Absolut in their stores to provide shoppers with the complete solution to some of the classic cocktails.

"Because there are 12 hero classics, retailers could have a lot of fun by championing one a month.

"For instance, for the Absolut Bloody Mary, they could merchandise Absolut Peppar alongside Worcestershire sauce, lemon juice, Tabasco and salt and pepper."

The activity coincides with the arrival of an updated design for the iconic Absolut bottle, flagged up earlier this month.

Dynan will host six masterclasses featuring his classic twists at Jones Family Project in east London on October 10 as part of London Cocktail Week. Sign-up is via the London Cocktail Week website.

The Absolut 12 classics line-up comprise Bloody Mary, Caipiroska, Collins, Cosmopolitan, Espresso Martini, Fresh Fruit Martini, Lemon Drop, Moscow Mule, Sea Breeze, Sex on the Beach, Tonik and White Russian.