Premium vodka brand Absolut has launched a new global consumer engagement campaign targeting Gen Z shoppers.
The ‘It’s In Our Spirit’ campaign is the first national campaign from the Pernod Ricard brand in over 18 months. It will feature talent including leading actress Tessa Thompson and music artist MNEK.
Running throughout November, the campaign is expected to reach over 80 per cent of 18-34 year olds in the UK, keeping Absolut front of mind in the lead up to Christmas.
The hero advert will launch on TV during The Last Leg on Channel 4 at 9pm on 6 November, and further mass awareness will be driven by YouTube and Spotify takeovers.
The 30 and 20 second prime time TV spots will roll out on channels including C4, ITV and Sky. The campaign will also span on Video on Demand, digital video and social media channels.
The creative inspires consumers to look forward to those moments where we’ll all be together again #IRL, or in real-life.
The campaign will also give consumers the chance to have their social comments under #TogetherIRL featured and see those moments interpreted in art form, with the Absolut bottle silhouette forming the centrepiece of the digital mural.
“New research commissioned by Absolut reveals that 70 per cent of Gen Z are craving real life moments, and despite being the most technologically connected, they are the loneliest generation ever,” commented Marnie Corrigan, Brand Director at Pernod Ricard UK.
“The last six months have increased those feelings of isolation and now more than ever, the nation needs some positivity. Inclusivity and togetherness has always been at the heart of what Absolut stands for, and our new high-impact campaign will inspire consumers to look forward to being together again and celebrate the great things that can happen when we come together in real-life.”
Over the last 12 weeks, Absolut has grown 43.5 per cent in value, more than twice the rate of total category growth. Vodka remains the top spirits category in the off-trade and has been back in growth for the last five months [Nielsen].
