Pernod Ricard expands Absolut Vodka marketing campaign
Pernod Ricard has launched a new global campaign for Absolut Vodka, aiming to link dance culture with cocktail mixology. The initiative will debut in the UK before rolling out to over 20 additional markets.
Pernod Ricard has initiated the latest phase of its "Born to Mix – World of Absolut Cocktails" campaign. The project seeks to build social engagement by pairing dance performances with the artistry of cocktail preparation.
The campaign features a film directed by Henry Scholfield, utilizing professional dance choreography to represent various cocktail recipes. The promotional content includes a reimagined version of the track "Free Your Mind" by producer Channel Tres.
Liam Murphy, Marketing Director for Pernod Ricard UK, confirmed a six-figure investment to support the rollout. This move follows positive financial performance in the UK, where Absolut recorded a 2.7 percent value increase and a 4.5 percent volume increase in the off-trade sector over the last 12 weeks.
The campaign begins with a six-week run in the UK. Following the initial launch, Pernod Ricard plans to implement the initiative in over 20 global markets, including France, Germany, China, and Brazil.