Three years ago Absolut launched the platform “The World of Absolut Cocktails. Born to Mix”, Designed by Ogilvy, in what was his greatest marketing initiative in more than a decade. His goal has been to inspire consumers to join to mix ideas and enrich themselves with diversity and, at the same time, enjoy the drink of the brand in a respectful and responsible way.
Absolut now expands its message and launches a new phase of the campaign exploring the vibrant connection between dance and cocktails. Created by a global creative team, led by the Internal Agency of Absolut, The Mix Stockholmthe new announcement establishes a parallel between dance and the different movements of mixology.
As I set a few years ago, the campaign is starring cocktails that usually include vodka in their mixture. Thus, a colorful battle is created, designed by choreographer Shay Latukolan, between Bloody Mary, Cosmopolitan, Moscow Mule, and Espresso Martini. Each with their style, the piece that is an exaltation of Self -expression, creativity and liberation.
The spot has been carried out by the director of Musical Videos Henry Scholfield, and develops to the rhythm of a version of “Free Your Mind”, by Vogue, made by the DJ and producer Channel three.
“In Absolut we have always believed in the power of the mixture, defending art and creativity as tools to tear down barriers and encourage connection”, Comment from Absolut through LinkedIn.“This new chapter of ‘Born to Mix’ is an invitation to free himself from stigmas and prejudices, and to open the mind to a world where creativity can prosper”
The brand points out that the second phase of the campaign is a real celebration of the power of the mixture, since the merger of the expressive world of dance with the bold personalities of the most iconic absolut cocktails. The result is a powerful space where people join through the universal language of dance and music.
Also, from absolute they ensure that “Born to Mix” highlights its position as a promoter of mixology, not only as regards to cocktails, but also to Cultural level. He points out that, in addition to promoting innovation in the vodka segment, he has also contributed to shape to the way people get together and enjoy.
The campaign began to be activated in the United Kingdom on June 5, and more than 20 markets will be executed worldwide, including Germany, Brazil, China, France, Poland. It will have planning in Social Media, Video Online and Video Platforms on demand.
