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...