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.
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.
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