Absolut preps biggest global campaign in a decade

Absolut is preparing to launch its biggest global campaign in more than a decade, as it kicks-off a new long-term marketing push.

Through the campaign – "The World of Absolut Cocktails. Born to Mix" – the brand wants to inspire people of all backgrounds to come together and share ideas over the many cocktails it is promoting.

The brand’s top marketer says the ad, which is narrated by Oscar winning actor Rami Malek, brings its values to life through “the personification of cocktails”.

“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 vice-president of marketing for Absolut at The Absolut Company.

The global campaign kicks off in the US and Canada before being rolled out to other markets including the UK later this year and in early 2023.

“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," said Pam Forbus, senior VP and CMO at the brand’s owner Pernod Ricard in North America. "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 centre of the campaign.”