Brand: ABSOLUT Vodka
Agency: TRIAD Advertising / PR Clinic
Situation and Brand Background
Absolut Vodka is a global brand uniting diverse people around the world for decades. The brands purpose is to create a more open world by taking a stand in themes like LGBT, open society, gender equality, sustainability or transparency. In Slovakia ABS is the number two brand trying to compete primary in the party segment.
Sadly, Slovakia belongs to the most xenophobic countries in Europe. That was one of the main reasons why Absolut with its brand positioning, could not just watch the situation and remain silent. Since there was no bigger previous communication of the brand, the time was ripe to introduce the brand and it's values in Slovakia and taking a stand against racism and xenophobia.