Absolut: True colors of Slovakia

Vodka brand Absolut used a multichannel campaign to raise brand awareness and take a stand against racism and xenophobia for its launch in Slovakia.

Campaign details

Brand: AbsolutAgency: TRIAD Advertising / PR Clinic

Situation and Brand Background

Absolut Vodka is a global brand uniting diverse people around the world for decades. The brands purpose is to create a more open world by taking a stand in themes like LGBT, open society, gender equality, sustainability or transparency. In Slovakia ABS is the number two brand trying to compete primary in the party segment.

Sadly, Slovakia belongs to the most xenophobic countries in Europe. That was one of the main reasons why Absolut with its brand positioning, could not just watch the situation...

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