Absolut Vodka: Shockingly responsible

Lara O'Brien, Regan Clarke

Vodka brand, Absolut, stemmed its declining market share and volume to grow for the first time in six years with its Shockingly Responsible campaign in the US.

Campaign details

Brand: Absolut VodkaBrand owner: Pernod Ricard USALead agency: Pernod Ricard USAContributing agencies: BBH Singapore, Weber Shandwick, 360iMarket: North America (general region)Sector: Spirits & liquorsMedia channels: Merchandise & free gifts, Mobile & apps, Newspapers, Online display, Outdoor, out-of-home, Public relations, Social media, Television, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

In a US vodka market growing steadily at a rate of 1.4%1per annum, Absolut had been experiencing six years of year-on-year market share and volume decline. This was driven by...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands