Pulse by Absolut

This case study demonstrates how Absolut, the vodka brand, used an experiential event to grow engagement with millennials in Ireland.

Pulse by Absolut

Campaign details

Agency: Publicis DClient: Nicola BarrettCategory: Innovative Idea or ConceptCountry: Ireland

Background

The spirits market in Ireland was a highly competitive landscape. Variations on trends often affected one type of spirit over another for extended periods, coupled with the increased number of competitors per spirit type, meant that the market share is dwindling for each brand.

The market share position of Absolut in the vodka category in Ireland was at 12% leading into the campaign, with Smirnoff owning the largest share at this time.

The core promotional objective was...

WARC subscribers can sign in to keep reading

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