Absolut – Disco

When you are working on one of the most recognised brands in the business – a brand that is revered for its packaging and renowned as one of the true pioneers of creative advertising – it’s a tough task to push the boundaries back further still. But that is exactly what Absolut’s Disco-inspired campaign has achieved.

Based upon the strapline “dance like no one’s watching”, the principle of the strategy was to increase both sales and awareness, as well as injecting some youthful zest into the brand to make it more relevant to a new pool of consumers, a demographic that the company has described as “check me out consumers”.

Taking place last October, Absolut Disco was a comprehensive, through-the-line strategy that included in-bar, online, PR and in-store work, centred around a limited edition product: the iconic Absolut bottle presented in a stunning, disco ball-inspired “skin”.

On-trade activity was centred in 20 bars in five key cities. Outlets were decked out in branded displays and during the course of the evening videos were recorded that were subsequently uploaded to a dedicated website. This site received in excess of 300,000 hits, while the campaign also generated over 100 pieces of coverage in the national press.

The judges were particularly impressed by the comprehensive nature of the strategy. “It was very creative and totally consistent, covering everything from packaging and advertising to online activity. As a consumer, I was certainly aware of it.” Another judge continued: “It was a really iconic activity that was fitting for the brand.”

Click to see the award presentation at this years ceremony