Absolut is no stranger to weighing in on society's hot topics. During the 2020 presidential election season, their approach was no different. They wanted people to vote with the same enthusiasm they have for the perfect dirty martini. So we got to work.
It can be hard to encourage people to do the right thing, especially in the middle of a global pandemic. But our concept actually leaned into a key finding as its foundation: People were drinking significantly more at the onset of COVID.
With that insight we spun it into a reward, instead of a coping mechanism. If people were drinking anyway, why not feel accomplished while you shake or stir? The campaign had a solid amplification strategy and garnered significant organic media coverage. We also got to shoot a beautifully (and serendipitously) framed commercial right in front of the Capitol building. The permits were...challenging.
This was a fun one, and we've had some fun ones. It was rewarding in a way that felt invested but not preachy. I think you all got it right. – Senior VP, Pernod Ricard
