Absolut 100

The Challenge

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.

Our Approach

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

The Results

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.