Absolut Vodka is an iconic brand that has been instrumental in creating groundbreaking marketing communications for decades. We were responsible for re-igniting the brand within the hearts and minds of South Africans who require locally relevant contextual communications.
"African excellence at its peak."
The massive success of our pan-African campaign, Africa is Absolut, not only created huge brand advocacy but drove sales to unprecedented levels.
- We partnered with African hip hop icon Khuli Chana to create OneSource, a concept album and music video celebrating Africa as the One Source of all creation.
- The album became a rallying cry for Africa’s creative revolution.
- Absolut is now the #1 selling premium vodka in South Africa.
- The album dropped at the MTV Africa Music Awards and became #1 on iTunes Africa.
- The Music Video generate 1.75 Billion media impressions, increasing sales by 84%.
- The integrated campaign involved the audience every step of the way.