Pernod Ricard is to back Absolut Vodka with a multichannel campaign, kicking off in the UK.
The ‘Born to Mix – World of Absolut Cocktails’ push comprises activity across social, BVOD and online video. It rolls out in the UK from today (5 June) followed by over 20 markets including Germany, Brazil, China, France and Poland.
Its hero film is directed by music video director Henry Scholfield and features a cover version of En Vogue’s ‘Free Your Mind’ by rapper, DJ and record producer Channel Tres.
The film would showcase “the powerful connection between dance and cocktails”, and cement “Absolut’s position as a true catalyst for mixology”, said Pernod Ricard.
The Absolut campaign represented a six-figure investment in the UK, said Liam Murphy, marketing director for Pernod Ricard UK.
“Creativity is at the very heart of everything we do with Absolut, from our partnership with the Sugababes throughout their 2025 tour to our recent second burst of activity with the iconic Heinz,” Murphy added.
It comes with Absolut value sales flat on volumes up by 4.3% [NIQ 52 w/e 19 April 2025].
Earlier this week, PRUK managing director Julia Massies told The Grocer the sale of Pernod Ricard’s wine business would enable the supplier to make selective investments behind spirits brands with high growth potential in the UK.
“Next year we’ll be investing more behind our spirits,” Massies said. “I can’t say precisely by how much because it is proportionate to how much we can grow our business. But the investment is protected and within that it is about us being smart and choiceful.”
However, with the spirits category still in decline and budget-finite, not all brands in its roster would receive an uptick in investment, she admitted.
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