Absolut website relaunched as ‘always-on’ portal
Swedish vodka brand Absolut has relaunched its Absolut.com website to provide a more content rich experience and real-time updates.
The ‘always-on’ platform is designed to encourage interaction via mobile phones and social media and incorporates custom content pertaining to cocktail culture and creative executions to drive traffic.
This dovetails with a refreshed brand identity including a revamped logo, typeface and colour palette designed to harmonise the family of Absolut products.
Adam Boita, marketing controller for Pernod Ricard UK said: “We are really excited about this shift toward a content-lead website, which will reflect the brand’s new look and feel. The aim of Absolut.com is to pull in the best content from different countries around the world, so the brand can present and curate our picks of trends in music, fashion, culture – while also meeting the needs of Absolut’s consumers in the UK with locally-focused information and news.”
A localised UK version of the site will also be produced to augment global content with country-specific material.