Pernod Ricard: Absolut Buenos Aires

Vodka brand Absolut used tailored audiences, geo-location and interest data in real time to launch and promote Absolut Buenos Aires, a new limited edition bottle.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands