New ‘Absolut Drop’ campaign celebrates the power of love

Absolut is inspiring people around the world to spread love, not hate, with the launch of its latest campaign ‘Absolut Drop’, which will be supported in the UK by a disruptive media campaign and limited-edition bottle

Absolut, the UK’s number one premium vodka brand[1], is celebrating the power of love with a new campaign, spearheaded by a disruptive limited-edition bottle launching in time for Valentine’s Day. Showcasing how a drop of love can go a long way, the campaign aims to spread a positive message, whilst utilising the brand’s strong position to revitalise the category (9.4% vs. -0.9%)[2].

The eye-catching Absolut Drop bottle has been created using ink extracted from racist and anti-LGBT hate signs around the world, and is adorned with the word love in multiple languages, showing that love has no borders. The ink is also not the only element that has been recycled. The bottle has been made using 70% recycled glass, including recycled glass from previous limited-edition bottles.

A 20 second film, running across sequential TV and video on demand services including Channel 4, Sky and ITV2, will support the bottle launch and bring its creation to life. This will be reinforced by a digital campaign delivered in partnership with Stonewall, which will use digital advertising and social media to encourage people to sign up and pledge to becoming an ally to the LGBT+ community during February (LGBT+ History Month). People who sign up will be sent tips on how to be an ally, curated by Liv Little and other leading voices from the LGBT+ community.

Chris Richards, Head of Marketing for Absolut, comments: “This campaign champions the brand’s belief of building a more open world, using creativity to drive positive change. We’re proud to have placed the powerful message that love has no borders at the heart of Absolut’s iconic bottle.”

“We’re also delighted to continue our support of the LGBT+ community, continuing our partnership with Stonewall as part of this campaign, but also by proudly showcasing a ‘Take Pride in Diversity’ medallion on the bottle. We know our annual PRIDE limited-edition bottles are collectors’ item for many and with this limited edition, we hope to capture attention for this cause.”

The Absolut Drop campaign is part of the brand’s ongoing brand platform, Create a Better Tomorrow, Tonight. Absolut believes in building a more open world by using creativity to drive positive change. With Absolut Drop a more open world starts with a drop of positive change.

The Absolut Drop limited edition bottle will be available just in time for Valentine’s Day in two colours from 1st February 2019 with an RRP of £19.45 across grocery, convenience and wholesale channels.

[1] AC Nielsen, Total Coverage, Value Sales, £7.2m value growth, MAT 29..09.18

[2] Nielsen, Total Coverage, Non-Flavoured Vodka, Value Sales, WE29.09.18