Maxxium UK - Dance like no one's watching (UK)

This article describes ABSOLUT’S campaign called ‘dance like no one’s watching’ to launch a limited edition gift pack, ABSOLUT DISCO, which would: drive brand awareness and trial and volume growth across both the on and off trade.

Maxxium UK – Dance like no one's watching (UK)

Agency name: Multiply Client name: MAXXIUM UK Category: Product Launch/Relaunch/Trial campaigns

BACKGROUND

ABSOLUT® VODKA – the 3rd largest premium distilled spirit brand and one of the fastest growing vodka brands in the UK. Produced in Sweden, ABSOLUT®'s iconic bottle and unique consumer advertising has, over decades, made the brand an icon of quality and self-expression.

Recent new entrants into the UK Vodka market (Russian Standard etc) have further intensified the competition for share of voice within a lucrative, socially active 18–24yr old target market.

ABSOLUT® has...

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