Pernod Ricard has launched the latest global marketing initiative for its Absolut vodka brand, pushing a blend of dance and cocktails.
The ‘Born To Mix’ campaign features an 83-second spot (below) and will debut in the UK this month. The ad will then be released in “20-plus” markets including Brazil, China, France, Germany Poland and global travel retail, accompanied by ‘How To Mix’ assets.
“By celebrating movement and mixology as universal languages, we’re inviting people to connect, express and spark cultural mixing – from the bar to the dance floor and beyond,” said Absolut’s global marketing VP, Deb Dasgupta.
Later this month, Absolut will launch its latest limited-edition bottles, in collaboration with electronic dance music festival Tomorrowland.
