Absolut
Launching Absolut Tabasco as a must-try spirits innovation
The Challenge
How could we best leverage the fame of two huge household name brands coming together, to drive the greatest possible impact with focused budget realities?
The Articulate Solve
To ensure the collaboration news was everywhere, we developed a high-profile, culturally resonant launch plan to dominated press and social, generating widespread visibility and awareness across all verticals. This was an opportunity to engage cross-generational audiences, creating multiple cultural moments from brunch occasions to the super bowl to drive impact and relevance.
The Campaign
We deployed a two phase launch strategy to build anticipation, maximize initial media impact and maintain ongoing cultural relevance.
Pre-launch we took key media on a press trip and carried out sample seeding to land her coverage. We also delivered 'Hot Drop' media kits to influencers, target media and publishing houses to garner social buzz and delivered brand spokespeople interviews to land business / trend stories highlighting the spicy trend
At launch, Absolut Tabasco’s ‘Hottest Brunch’ was a high-impact tentpole event that maximized cultural relevance and social reach. The brunch brought together key influencers and top-tier entertainment and lifestyle media, providing an organically shareable experience designed to generate stand out social content, entertainment, event, and lifestyle coverage and position Absolut Tabasco as a must-see cultural moment.
The Result
We successfully delivered multilayered coverage:
Exclusive coverage in Food & Wine
New product news in lifestyle / business / food & bev
Superbowl x Bloody Mary push in lifestyle / sports / food & bev
Spicy cocktail trends placements
