Executive Summary
In 2016, Absolut faced a challenge. Craft vodka was stealing share in its biggest markets and as a result, distrust of 'big vodka' had started to grow.
Whilst Absolut is undeniably a big vodka, its production methods are small, craft-conscious and nothing but "onodigt bra" ("unnecessarily good").
Absolut was in danger of being grouped in with the wrong crowd.
Worse still, the marketing practices of other big vodkas were being called into question, even taken to court. All amidst the biggest societal conversation for a decade: fake news.
Instead of racing to make advertising, we galvanised internally.
Against...