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Absolut X is an always-on, experience platform. It guides how Absolut can create better nightlife together. It is a platform that provides activation inspiration, disruptive POSM and a tailored drinks strategy, for Absolut marketers across the world. 

The platform aligns with the consumer demand for more disruptive, unique and immersive nightlife experiences, in a consistent and authentic way to drive consideration.

Our challenge was to help get mainstream consumers to fall back in love with Absolut as a brand for them.


Our overall objective:

To drive brand reappraisal and brand love, through experiences and cultural relevancy.

Our approach:

  • Evolve existing nightlife experiences with disruptive, inclusive and immersive programming – from the drinks to the dancefloor.
  • Strengthen and expand Absolut’s position in nightlife, by building on their heritage in this space – with consistency.
  • Authenticity – Think like an entertainment brand as well as a drinks brand


The platform was piloted in Stockholm in October 2022, and will be rolled out across the world over the next 12 months to 5 years.

Ready to work with us?

+44 20 4574 2246‬

4 Crown Works
Temple Street
London, E2 6QQ
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