When launching a limited edition bottle during festive season it’s easy to be drowned out by the competitive noise. This encouraged Absolut to take on a more provocative approach.
The answer came from an insight - ‘young people avoid blending different friend groups together in social settings’. The idea - develop ‘Absolut Hoppr’ a mobile web based app that asked people to opt in and generate their party invites based off shared social connections.
"ABSOLUT MAKES PARTY CRASHINg SOCIALLY ACCEPTABLE AGAIN"
Much like the way Tinder or Hinge works. ‘Hosts’ could open up their party invite lists to friends-of-a-friend, and ‘Hoppers’ could in turn crash the parties of those they didn’t know directly. It even gave directions to stores nearby that stocked Absolut.
Seen as a huge success, in both New York and Europe, that Pernod Ricard singled it out as the shining example in the way the brand interact with its’ target audience.