Absolut ‘#13th Classic’
How did we increase engagement and brand advocacy amongst the on-trade (Bartenders) for Absolut in the highly competitive premium vodka category?
We leveraged Absolut Vodka’s ‘taste’ credentials whilst amplifying the ‘Revivalist’ trend of ‘re-imagining classic cocktails’. Absolut had always championed 12 classic vodka cocktails and through our ‘show not tell’ strategy, we challenged the UK’s leading bartenders to create the elusive #13thClassic cocktail of the future - driving innovation in the sector and fame for themselves. Inspiring experimentation and storytelling, competition entrants uploaded films to Absolut’s Facebook page, culminating in the brand hosting a live mixologist awards event, seeded on Periscope.
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Using the 'On- Trade' to create a 13th Absolut Cocktail