360 degree campaign reveals playful new visual identity for Absolut, supported by TV and digital advertising to emotionally connect and engage with Gen Z
Absolut, the UK’s no.1 premium vodka[1], has launched a new global consumer engagement campaign that celebrates the importance of meaningful connections, inspiring consumers to look forward to those moments where we’ll all be together again in real-life. ‘It’s In Our Spirit’ is the first national campaign from the brand in over 18 months, and features talent including leading actress Tessa Thompson and music artist MNEK breaking out of a virtual world into real-life to enjoy a moment of togetherness, culminating with the end line ‘Can’t wait for together #IRL’ (an abbreviation for ‘In Real Life’).
Running throughout November, the campaign will reach over 80% of 18-34 year olds in the UK, driving fame and share of conversation for Absolut in the lead up to Christmas. 30 and 20 second prime time TV spots will roll out on channels including C4, ITV and Sky, as well as via high-reaching touch points such as Video on Demand, digital video and social media. The hero advert will launch on TV during The Last Leg on Channel 4 at 9pm on Friday 6th November, and further mass awareness will be driven by YouTube and Spotify takeovers. The 30-second creative can be viewed here: https://www.youtube.com/watch?v=EP3fg8S-W_8.
Vodka remains the top Spirits category in the Off-Trade and has been back in growth for the last five months2, driven by lockdown shopping habits as consumers experimented with serves and cocktails at home. Over the last 12 weeks, Absolut has grown +43.5% in value3, more than twice the rate of total category growth, and is also leading the charge as the No.1 flavoured vodka with 40% value share4 of the sub-category.
The campaign will also see Absolut drive mass share of conversation online culminating in a socially powered piece of artwork co-created by the nation, which will be displayed across digital platforms. Consumers are being encouraged to share what they can’t wait to do #TogetherIRL for the chance to have their social comments featured and see those moments interpreted in art form, with the Absolut bottle silhouette forming the centrepiece of the digital mural.
Marnie Corrigan, Brand Director at Pernod Ricard UK, comments: “New research commissioned by Absolut reveals that 70% of Gen Z are craving real life moments, and despite being the most technologically connected, they are the loneliest generation ever. The last six months have increased those feelings of isolation and now more than ever, the nation needs some positivity. Inclusivity and togetherness has always been at the heart of what Absolut stands for, and our new high-impact campaign will inspire consumers to look forward to being together again and celebrate the great things that can happen when we come together in real-life”
[1] AC Nielsen | Total Off-Trade Value | MAT to 05.09.20
2 AC Nielsen | Total Off-Trade Value | MAT to 05.09.20
3 AC Nielsen | Total Off-Trade Value | 12 weeks to 05.09.20
4 AC Nielsen | Total Off-Trade Value | MAT to 05.09.20
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