Premium Spirits – Vodka
3 Weeks
Absolut launched the Born To Mix campaign with a focus on appealing to an older demographic, particularly individuals aged 30-50, who value quality, elegance, and creativity in their lifestyle choices. The campaign was designed to showcase Absolut Vodka as the go-to drink for those who appreciate refined tastes and enjoy indulging in both premium cocktails and upscale experiences.
Through a mix of influencer partnerships, high-end mixology tutorials, and sophisticated lifestyle content, Absolut aimed to create an aspirational, yet relatable, narrative. The campaign highlighted Absolut’s versatility, encouraging consumers to elevate their social and festive occasions with creative cocktails.
Lifestyle and Fashion Integration:
Influencers and lifestyle creators from a mature demographic incorporated Absolut Vodka into their everyday moments, whether it was enjoying a cocktail at home or during elegant social gatherings. Content centered around sophisticated "outfit-matching" with drinks, exuding a sense of style and class.
Example:"The outfit matches the order 💅🏽🍸"
Mixology Tutorials:
Influencers showcased refined, autumn-inspired cocktail recipes, such as the Absolut Vanilla Chai Espresso Martini, designed to match the tastes of more mature drinkers who appreciate bold, yet balanced flavors.
Example Recipe Content:“Autumn means Absolut Vanilla Chai Espresso Martini 🍸☕️✨ Try this recipe!”
“Chai Syrup, coffee liqueur, espresso, and Absolut Vanilla—topped with cinnamon for that cozy fall vibe!”
Seasonal and Holiday Integrations:
Content tied to the seasonal festivities, such as Halloween and Vodka Day, positioned Absolut as the drink of choice for those who want to add a touch of elegance and flavor to their celebrations.
Example:
“When Absolut asks you to do a cocktail-inspired look for Halloween 🍅🍸 am I serving?”
Elevated Messaging for Mature Audiences:
Influencers communicated messages of self-assurance and elegance, linking Absolut to an iconic, sophisticated lifestyle that resonates with older, style-conscious individuals. Content celebrated confident living, self-expression, and the joy of indulging in high-quality spirits.
Example:"Today’s Vodka Day affirmation: you’re iconic, don’t forget it 🍸"
Appealing to a More Mature Audience:
The challenge was to connect with an older demographic, aged 30-50, who might already be loyal to other brands or have established preferences. Absolut needed to position itself as a premium vodka that aligns with their elevated tastes and social habits.
Creating a Sophisticated Brand Image:
Unlike younger audiences, who are more driven by trends, the target demographic sought quality and timeless appeal. The campaign needed to balance contemporary creativity with classic elegance.
Standing Out in the Premium Spirits Market:
Absolut had to differentiate itself from other premium vodka brands and position its product as the go-to choice for upscale gatherings, ensuring it resonated with a more refined consumer base.
To appeal to the older demographic, Absolut executed a campaign that focused on elegance, self-expression, and creative indulgence—values that align with the mature audience’s lifestyle.
Influencer Selection:
The campaign involved influencers and creators who are well-respected in the fashion, lifestyle, and cocktail spaces, with a following of mature adults. These influencers integrated Absolut seamlessly into their high-end, sophisticated lifestyles.
Refined Content Strategy:
Content was centered around quality cocktail recipes, seasonal celebrations, and lifestyle integration that would appeal to the target audience’s love for luxury, elegance, and creativity.
Emphasis on Iconic Living:
The messaging focused on living confidently and embracing creativity, which aligns with the mature consumer’s desire for refined self-expression.
The campaign was successful in establishing Absolut as a premium brand synonymous with luxury, creativity, and sophistication. The content resonated deeply with an older demographic, leading to increased brand affinity and engagement.
Key Takeaways:
Absolut successfully reconnected with a more mature audience by offering high-quality content that emphasized sophistication, elegance, and creativity in lifestyle and mixology.
The Born To Mix campaign appealed to individuals aged 30-50 by creating relatable, aspirational content that balanced creativity with refined tastes.
The campaign’s success lies in its ability to combine the world of mixology, fashion, and lifestyle, making Absolut the drink of choice for those looking to add elegance and flair to their celebrations and social moments.
2.1M+
Average Views
92K+
Average Likes
350+
Average Comments/Reel
720+
Average Shares/Reel
8-9%
Engagement Rate
5M+
Reach (Cumulative)
