Absolut City Series

The Challenge

Understanding that the vodka category needed some positive disruption, Absolut wanted to create an evocative and interpretive flavor strategy that would enhance their social relevance. They also wanted to find a way to celebrate regional cultures and flavors while establishing an exciting platform to identify flavors that would play well on the national stage.

Our Approach

• Translation of Trends to Innovation Platforms
• Rapid Concept Prototyping and Design
• Concept Optimization
• Strategic Future Pipeline Building

The Results

Absolut City Series
• Absolut New Orleans (cayenne pepper and mango)
o With cause-related marketing activation leading to $1M donation for Katrina relief
• Absolut Boston (spiced apple)
• Absolut San Francisco (dragonfruit)