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Kiss with pride
Making Absolut Cool Again. The Big Bang. Kisses that defy the law. Naked factory workers. They might seem like they have nothing in common – but they’re all part of how we helped get younger audiences loving (and buying) Absolut again. The Business Problem In the 1990s, Absolut was an icon – by 2016, less so. Everyone still knew the brand, but nobody really loved it. Especially not younger people. The Zag Fewer swanky club nights, more purpose. The Solution We knew woke-washing and rainbow capitalism weren’t going to fly with our target audience. We needed a genuine commitment to do good. Fortunately, Absolut already had a strong legacy of progressiveness that we could build on.
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