Creativity Brand Strategy

Absolut’s largest global campaign in a decade says we’re all ‘Born to mix’

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By Audrey Kemp | Junior Reporter

June 6, 2022 | 4 min read

With the help of Oscar winner Rami Malek, 'The World of Absolut Cocktails. Born to Mix’ encourages us to vibe and imbibe with different people who have different perspectives.

As the pandemic lifts, so does much of the weight we’ve carried these past few years. Absolut Vodka seeks to demonstrate the beauty of reconvening respectfully and responsibly through the brand’s biggest global campaign in more than a decade.

In "The World of Absolut Cocktails. Born to Mix", cocktails are interpreted as people based on their ingredients and flavor profile. In the first 30-second spot, the tall, sleek and chic Cosmopolitan clinks glasses with the bracing Bloody Mary clad in red leather. Narrated by actor Rami Malek, the ad says: "Welcome to the Absolut world of cocktails. In this exclusive yet inclusive world, everything is mixed... Expression, personalities, friendship..The more we mingle, the more we create, the stronger we become."

Absolut

Absolut ads personality to its cocktails.

Following consumer trends closely, Absolut is seeking to relay messages that speak to the cultural zeitgeist. The playful “Born to Mix” message marks a pivot in that zeitgeist, and thus, the brand’s marketing strategy, which for the past few years communicated ideas of a more serious nature, such as #VoteResponsibly, #LoveResponsibly and #SexResponsibly.

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“As Pernod Ricard looks to continue to elevate Absolut as one of its flagship brands, the timing felt right to deliver a strong, global campaign,” Pernod’s Chief marketer Pam Forbus. told The Drum. “While the pandemic is still an element of our day-to-day lives, we’re learning to adapt safely and responsibly, and mix again in social settings. As ‘mixing’ and conviviality are core to the Absolut brand identity, we wanted to bring those elements forward via a unified global message to meet the moment culturally.” Ogilvy is the agency behind the new effort.

Since Pernod Ricard acquired Absolut in 2008, the brand has maintained its role as a leader in a challenging category and has experienced particularly strong growth over the past two years, says Forbus. Now it's looking to boost sales with a new global message of inclusivity. "Absolut has always been an inclusive brand that’s born to mix, from delicious cocktails to diverse personalities, and we understand that while it’s comfortable to stay within our closest circles, the world is more interesting when you mix identities, ideas and of course, drinks," says Forbus. "With this in mind, we landed on a creative vision that connected our brand ethos with the cocktails that consumers love in a way that’s fresh and new."

Amid Pride month, Absolut also recently launched an ongoing initiative called Out & Open as a continuation of the brand’s decades-long commitment to supporting the LGBTQ+ community. The program highlights the importance of queer bars and helps preserve them in partnership with the National LGBT Chamber of Trade.

Forbus says to stay tuned for a new program on the horizon, which will both highlight Absolut’s citrus portfolio and encourage consumers to make their front yards the place to mix it up during social gatherings this summer.

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