Absolut: Midsommar

The Challenge:

To programme and produce Absolut’s Midsommar festival, a high profile banquet and series of consumer experiences created to enhance the brand’s image in a core area of its London market. 

The Response:

We kicked off with a media launch party where we educated on the traditions of Midsommar with Swedish inspired food, bespoke Absolut cocktails + cocktail making classes and even a flower garland making workshop.

Then, on the longest day of the year, we hosted an al-fresco Swedish dinner for 150 consumers and trade, with a banquet and an afterparty headlined by local DJ favourite DEBONAIR.  

Content & Results:

We delivered a week’s worth of programming, including a media event, a consumer banquet and a series of mini workshops.

We delivered 71 pieces of coverage in titles including:


•You Magazine



•Evening Standard

You did an incredible job on the space! Thank you for making the events so flawless.

Joe Crossley, Absolut

Our campaign resulted in:

71 pieces of consumer coverage

10 pieces of listing coverage

8.3M reach


Absolut: Midsommar

John Doe took over Last Days of Shoreditch to create a fully immersive week of Midsommar celebrations.

Feel free to get in touch

We'd love to chat

John Doe

020 7100 5050 info@johndoehub.com