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 Solve
To ensure the collaboration news was everywhere, we developed a high-profile, culturally resonant launch plan to dominate 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, maximise 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 coverage. We also delivered "Hot Drop" media kits to influencers, target media, and publishing houses to garner social buzz, and arranged brand spokesperson interviews to land business and trend stories highlighting the spicy trend.
At launch
Absolut Tabasco's "Hottest Brunch" was a high-impact tentpole event that maximised 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 standout 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, and food & beverage
Super Bowl x Bloody Mary push in lifestyle, sports, and food & beverage
Spicy cocktail trend placements
