How failure inspired marketing innovation at Absolut Labs

This event report discusses the evolution of Absolut Labs, an innovation-focused unit of the vodka brand focused on cutting-edge marketing activations.

How failure inspired marketing innovation at Absolut Labs

Stephen WhitesideWarc

While many brand custodians talk about learning from failure, Absolut Vodka is already leveraging this philosophy to deliver innovative marketing programs.

Absolut Labs, an "idea incubator and think tank" based in New York City, opened its doors last year, with the objective of identifying new technologies and tools that could help the alcoholic-drinks brand create unique nightlife experiences.

But the origins of this innovation hub lay in "our biggest failure in the last two years," revealed Afdhel Aziz, Brand Director/Absolut Labs. More specifically, the vodka line was scheduled to...

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