Absolut's iconic bottle shape is one of the most recognisable in the world. But the brand didn't always have a clear role for consumers – it sat on shelves and back-bars without a compelling reason to be chosen over other spirits for specific occasions.
What if the bottle itself became essential to the moment?
Our pitch-winning brand platform positioned Absolut at the absolute heart of social occasions. We turned the iconic bottle silhouette into objects essential to those moments – a portable speaker for 'pre-gaming' nights out with friends, and a flip flop for summer entertaining. The eye-catching visuals were meticulously crafted: small set-builds shot on high-res Hasselblad with 'believable imperfection' (ruffled grass, positioned lemon pips, carefully crafted spillages), seamlessly composited with CGI bottle-objects by our in-house team. The global toolkit worked across a broad media mix from social posts to 48-sheet OOH across numerous markets, with localised activations for on-trade (beer mats, menus, posters) and off-trade (shelf wobblers, free-standing units, aisle end caps) – giving consumers clear reasons to purchase Absolut for at-home or in-bar consumption.
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Me ©️✍️ 🖼️ Creative lead
Nick Raven 🎨 Lead designer
Mark Urey 🎩 CD
James Mattius & James Atkins 👾 CGI
Lizzie Mayson 📸 Photography
Olivia Bennet 🧵 Stylist
TMW📍
Absolut Vodka
Absolut Essentials Brand Platform
