Absolut is getting ready to host a virtual event that as the UK prepares to connect once again after a year of being apart. Taking place on Thursday 15th July, ahead of the date when social distancing guidelines are lifted, the #TogetherIRL event will be set against a backdrop of music, art and mixology, and viewers can tune in for free with their friends via Absolut’s Facebook page.
The digital celebration will see performances from Grammy-award-nominated musician MNEK, DJ’s Joel Corry and The Collyer Twins, and will be hosted by comedian, Munya Chawawa. An exclusive digital "sound portrait" will be produced by contemporary artist, JP Jones, and a cocktail masterclass will teach those tuning in how to make an Absolut Passionfruit Martini and an Absolut Espresso Martini. At-home cocktail boxes are available to purchase in advance priced at £24.95 and contain all the ingredients to make two of each cocktail, glassware and a cocktail shaker.
This is the second time MNEK has worked with the brand, having featured in the ‘Nothing Beats #TogetherIRL’ national campaign earlier this year.
“We know that when different people collaborate, we can create incredible experiences and as the nation gets ready to come together again, we’re hosting one final digital celebration to help consumers do just that," said Marnie Corrigan, Brand Director at Pernod Ricard UK. "Because Absolut believes in the power of community, we’re inviting everyone to join in the fun and connect with others wherever they are. The Absolut #TogetherIRL event is set to be a night to remember and a great way to celebrate the start of summer, because nothing beats being together in real-life.”
Absolut is growing +43.5 per cent in value, more than twice the rate of total category growth. To coincide with the event, the brand is running a second burst of above-the-line media that will reinforce ‘nothing beats #TogetherIRL’ on video-on-demand, YouTube, social and out-of-home.
