This summer, Absolut is introducing its biggest global marketing campaign in over a decade, 'The World of Absolut Cocktails. Born to Mix'. created by Ogilvy. An ongoing campaign that will expand multi-year, The World of Absolut Cocktails is designed to inspire people who are open-minded, optimistic, and driven by curiosity of all ages 21+ and backgrounds to come together to mix ideas and, of course, drinks, respectfully and responsibly.
The larger-than-life campaign, narrated by Academy Award winning actor Rami Malek, will introduce The World of Absolut Cocktails, a distinctively diverse world in which cocktails are personified through dynamic, engaging characteristics that align with different backgrounds, adult life stages and characteristics, all of which showcases the versatility of the #1 premium imported vodka in the US. And while each cocktail in Absolut’s campaign stands out deliciously on its own, a night becomes better when mixing personalities together.
“Absolut is a brand that strives to bring people together and celebrate what makes each of us unique, and this campaign is a continuation of that,” said Rami Malek, actor and voice of Absolut’s campaign. “I’m very pleased to act as the voice of the ‘World of Absolut Cocktails’ and to further share and celebrate this intention.”
Joe Sciarrotta, deputy chief creative officer, worldwide, Ogilvy, said: “Absolut is a cultural icon with a rich legacy of breaking barriers and stereotypes. This inclusive and versatile nature of the brand gave birth to the idea. Every character in the film has a unique backstory that was taken from the characteristics of the cocktails they're portraying. Absolut reminds us when we all accept each other and come together, life becomes the ultimate cocktail party.”
“Absolut has always been a brand that believes in mixing people, ideas and drinks as a proponent for a world that is more open, free and fun. The World of Absolut Cocktails campaign embodies that legacy, ushering in a new creative territory for the brand that puts our most iconic and popular cocktails at the center of the campaign,” said Pam Forbus, SVP, Chief Marketing Officer, Pernod Ricard North America. “The cocktails take on a life of their own, each with a unique and surprising personification that epitomises our roots as a cultural mixer, inspiring people’s ideas and identities to ultimately create authentic connections.”
Absolut has an extensive history of delivering iconic, ground-breaking marketing and advertising campaigns that permeate popular culture. The World of Absolut Cocktails is the next evolution of the brand’s storied history of creating renowned campaigns that speak to a generation.
Directed by Rodrigo Saavedra and created with creative agency Ogilvy, the campaign will kick off with the introduction of The Cosmopolitan, Espresso Martini, Bloody Mary, Lemonade and Madras on TV nationally; out-of-home advertising in Miami, New York City, San Francisco and Los Angeles; and online through digital films and social content. Additional personalities will join the marketing mix throughout the year and Absolut will continue to explore ways to inspire fans to express themselves and find their mix – with cocktails and people – expanding the campaign globally.
“We believe that when diverse people come together, incredible things can happen. This thirst for mixing - that is how we see things on a human and societal level, and it’s a direct extension of the versatility of our product,” said Charl Bassil, global VP marketing - Absolut, The Absolut Company. “This campaign brings our values to life through the personification of cocktails, a fun and fabulous world where everyone and anyone is invited. We believe that this is an idea that is universal because, after all, we are all born to mix.”