This summer, Absolut is introducing "The World of Absolut Cocktails. Born to Mix."
An ongoing campaign that will expand multi-year, The World of Absolut Cocktails is designed to inspire people who are open-minded, optimistic, driven by curiosity and backgrounds to come together to mix ideas and drinks.
The campaign, narrated by Academy Award-winning actor Rami Malek, will introduce The World of Absolut Cocktails, a world in which cocktails are personified through characteristics that align with different backgrounds, life stages and characteristics, all of which showcase the versatility of the vodka. And while each cocktail in Absolut's campaign stands out, a night becomes better when mixing personalities together.
"Absolut is a brand that strives to bring people together and celebrate what makes each of us unique, and this campaign is a continuation of that," said Rami Malek, actor and voice of Absolut's campaign. "I'm very pleased to act as the voice of the 'World of Absolut Cocktails' and to further share and celebrate this intention."
The World of Absolut Cocktails has a cocktail for everyone:
- Cosmopolitan for the tastemaker, chic and composed with a flair for art
- Espresso Martini for the lively, attention grabbing trendsetter
- Bloody Mary for the trustworthy and everyone's friend, but doesn't try too hard
- Lemonade for the cool and classic, but loves to have fun
- Madras for the perennial life of the party, the first to come and the last to leave
"Absolut has always been a brand that believes in mixing people, ideas and drinks as a proponent for a world that is more open, free and fun. The World of Absolut Cocktails campaign embodies that legacy, ushering in a new creative territory for the brand that puts our most iconic and popular cocktails at the center of the campaign," said Pam Forbus, SVP, Chief Marketing Officer, Pernod Ricard North America.
Absolut has a history of delivering ground-breaking marketing and advertising campaigns that permeate pop culture. The World of Absolut Cocktails is the next evolution of the brand's history of creating campaigns that speak to a generation.
Directed by Rodrigo Saavedra and created with creative agency Ogilvy, the campaign kicked off with the introduction of The Cosmopolitan, Espresso Martini, Bloody Mary, Lemonade and Madras on TV nationally; out-of-home advertising in Miami, New York City, San Francisco and Los Angeles; and online through digital films and social content.
Additional personalities will join the mix throughout the year and Absolut will continue to explore ways to inspire fans to express themselves and find their mix – with cocktails and people – expanding the campaign globally.