Absolut Vodka is giving its Born To Mix communication platform another shake, which means: “Born to be mixed (in cocktails)”. A promise that rather suits the number 1 premium brand in France and worldwide. The message? Whether you’re team reinterpretation of a timeless classic or team ultra-simple Thursday night cocktail, Absolut always has a place in your glass.
The Comeback of the Star Cocktail: The Absolut Mule
For this second installment of the campaign, Absolut has decided to put its favorite cocktail back in the spotlight: the Absolut Mule. Same vibe as the Moscow Mule… but with that little extra Absolut soul.
A balance that is no accident. As Caroline Tran, Brand Director at Pernod Ricard France, explains:
“We wanted to emphasize the Absolut Mule, and literally immerse the viewer in it, to highlight all its freshness and subtlety.”
A Campaign That Breathes Creativity
This new creation is part of a broader ambition: to show that Absolut is not just a vodka that “goes with everything”, but a brand that reinvents mixology. Yann Soenen, Marketing Director at Pernod Ricard France, sums up the idea well:
“This two-part campaign demonstrates all of Absolut Vodka’s expertise and creativity: the ability to both reinvent emblematic cocktails or offer an interpretation of them, as is the case with the Absolut Mule.”
The message is clear: in cocktails, Absolut is not just an ingredient. It’s a playground.
A campaign starting November 24
The new campaign started on November 24 on participating digital platforms.
