Strategy & Ideation
Absolut needed an engaging on-and-off premise consumer activation program that paired with its Transform Today campaign and acted as the catalyst for transformative summer experiences.
We approached the problem with an understanding that on-and-off premise shoppers have different mindsets, and are faced with different challenges. Nevertheless, there was a common ground insight to be found between the two: People want their vodka choice to be a safe bet, but they don't want their night to be safe and predictable.
A typical night of poker is too expected. But a night like The Hangover is taking it too far. They're looking for simple ways to elevate their nights. They're looking for achievable transformation.