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...