Campaign details

Brand: Absolut Vodka
Brand owner: Pernod Ricard
Lead agency: Triad Advertising
Country: Slovak Republic
Industries: Spirits & liquors
Media channels: Content marketing, Merchandise & free gifts, Online video, Outdoor- out-of-home, Public relations, Radio & audio, Social media, Websites & microsites, Word of mouth, influencers
Budget: Up to 500k

Executive summary

Premium vodka brand Absolut was about to launch its first big campaign in Slovakia. Based on its worldwide brand heritage of bringing different people together to share good times, it launched a largely controversial campaign that dug deep into Slovak culture.

Featuring a black female singer, along with a well-known folklore song verse, ‘Slovak mothers, great daughters you have’, it burst the advertising bubble immediately, becoming the number-one topic in the society for weeks.