ABSOLUT
“No matter how popular you are on social media or how many followers or likes you collect, nothing can make up for real-life togetherness. That’s always been the heart and soul of Absolut. The desire to break free and venture beyond the screen back into the real world is in all of us now, but especially Gen Z(1). Our latest campaign resonates strongly with this audience and marks a new chapter in our history.”
CHARL BASSIL, VP MARKETING, ABSOLUT
Pandemic or no pandemic, young adults are spending more time on screens and less time together in real life. But meeting friends in person breaks down loneliness and prejudice. There’s no substitute for meaningful connections in real life. Absolut’s new long-term communications platform reveals a playful new identity aimed at breaking the ice and celebrating a more open world. ‘It’s in our spirit’ inspires Gen Z(1) and younger millennials to connect, with the tagline ‘Can’t wait for together. #IRL.’ Launched in November 2020, ‘It’s in our spirit’ features a series of TV advertising and digital engagement campaigns with a statement of hope for a better future in which in-person socialising is commonplace again. Each will present talents from diverse backgrounds championing inclusiveness and togetherness. The campaign echoes the Group’s raison d’être of ‘Créateurs de convivialité.’
+5%
INTERNAL SALES GROWTH
(1) Members of this generation (born between the late 1990’s and the late 2000’s), of legal drinking age.