Our Challenge
Absolut needs no introduction. Its versatile nature has made it the spirit of choice on back bar shelves and rooftops around the world. Bartenders and patrons alike are loyal to the brand, and to the iconic Martinis, Mules and mixers we know and love. Wildhorse was asked to shake things up a bit, and introduce the On-Trade market to timeless Absolut classics with a twist.
Our role in this re-launch was to showcase the provenance of each traditional serve, while highlighting new and creative adaptations to each recipe using Absolut flavours and unexpected ingredients.
Our Approach
We aimed to hero the unique and quirky stories behind each cocktail while capturing the innovative spirit of the brand. Drawing upon the gravitas of their sterling reputation, we used striking black and white photography as a storytelling vehicle, demonstrating that for both purists and adventurers, from the morning pick-me-up to the evening night-cap, there is an Absolut Classic for every character and every occasion.
Keeping ahead and staying current requires constant reinvention and creativity.
Our Solution
We created a comprehensive digital strategy deck and quick-reference printed pocket guide that were both useful training and impactful selling tools. Featuring inventive naming and playful copywriting, our designs helped solidify the Absolut legacy and its popularity in today’s marketplace. It goes to show that innovation — like a good classic —never goes out of style.
