Campaign details
Brand: Pernod Ricard/AbsolutAgency: UMRegion: LATAM
Objectives
Absolut Vodka was launching a new Limited Edition from their Cities Collection: Buenos Aires. Local Old Millennials were the core target: they find the brand aspirational although being premium and expensive made them feel disconnected towards it. We had to close that gap, improve engagement & turn 82k bottles into a must have. Locals think of Absolut as a duty free shop and exclusive bars kind of brand. Its Premium quality (40% alcohol graduation /40 USD price) turned it into a luxury item. When looking at Vodka...