Absolut Vodka has launched a six-figure campaign ‘Born to Mix - World of Absolut Cocktails’ aimed at uniting the worlds of dance and mixology.
The campaign spotlights the connection between dance and cocktails and celebrates “how both creative forms can bring people together and spark meaningful social connections”, said the Pernod Ricard-owned brand.
At the heart of the new campaign is a film crafted by a collective of global creatives including well-known choreographer Shay Latukolan.
The film features a diverse group of world-class dancers, whose choreographed moves bring cocktails - crafted with Absolut - to life through an energetic dance battle.
“In the UK, Absolut is seeing strong Off-Trade growth in the last 12 weeks, +2.7% in value and +4.5% in volume, and we are ensuring this momentum continues by injecting a six-figure investment into this campaign,” said Liam Murphy, marketing director for Pernod Ricard UK.
“Creativity is at the very heart of everything we do with Absolut, from our partnership with the Sugababes throughout their 2025 tour to our recent second burst of activity with the iconic Heinz.”
The campaign will roll out for six weeks across social, BVOD and online video platforms.
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