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Absolut turns to Cheil UK for global retail brief

Absolut has handed Cheil UK its global off-trade retail design brief following a pitch process against Prophet and Attention Group.

The appointment sees Cheil UK tasked with handling the Pernod Ricard vodka brand’s in-store brand identity worldwide. Leading the relationship from its London office, Cheil UK will create a range of off-trade assets aimed at maximising the brand’s presence in retail environments.

Johan Holm, global marketing manager off-trade at Absolut, commented: “Besides showcasing a clear understanding of the brand, our challenges and a very adoptable concept, we believe Cheil is the perfect fit for us in marrying retail with digital and will bring the unexpected into the spirits section in stores across the world.”

Cheil’s global head of retail experience, Simon Hathaway, added: “Absolut Vodka is one of the world’s best-selling spirits, so to have an active part in sustaining that global dominance will be a great opportunity for the agency.

“With Absolut we have chance to try something new in the spirits category. Our challenge is to harness Absolut’s brand identity and ensure its products grab the attention of shoppers at the most critical stage of the purchase – at shelf. There is great value in the Absolut brand and we plan to capitalise on this asset.”

Further details of the work are currently under wraps with the first wave of activity planned for late spring 2015.

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