Purity and parity were long the measures of success for vodka. Often the rebel brand in the category, Absolut pursued unfulfilled consumer needs and found that there was a target audience that wanted a little more oomph. With its typical swagger, Absolut set out to create a mysteriously smoother and stronger vodka.
• Translation of Trends to Innovation Platforms
• Rapid Concept Prototyping and Design
• Concept Optimization
• Strategic Future Pipeline Building
Developed initially as Absolut Onx, this concept evolved into Absolut 100 and launched as an extraordinarily smooth vodka, with a stronger kick (higher ABV). This innovation showed off Absolut’s brand chops in create this unique paradox in the staid vodka category.