| Title | ABSOLUT COMEBACK |
| Brand | ABSOLUT VODKA |
| Product/Service | ABSOLUT COMEBACK |
| Category |
B01. Use of Ambient Media: Small Scale |
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Entrant
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DRAMA QUEEN COMMUNICATIONS Stockholm, SWEDEN
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Idea Creation
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DRAMA QUEEN COMMUNICATIONS Stockholm, SWEDEN
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Credits
| Mårten Knutsson |
Drama Queen Communications |
Chief Creative Officer |
| John Lagerqvist |
Drama Queen Communications |
Executive Creative Director |
| Fredrik Lindquist |
Drama Queen Communications |
Art Director |
| Fredrik Lindquist |
Drama Queen Communications |
Designer |
| Johan Lundgren |
Drama Queen Communications |
Account Director |
| Sara Kindbom |
Drama Queen Communications |
Account Manager |
| Annika Rehn Frobell |
Drama Queen Communications |
Strategy Director |
| Ardagh Group |
Ardagh Group |
Glass Works |
| Isabel Erlingson |
The Absolut Company |
Senior Global Brand Manager Absolut Brand Strategy & Innovation |
| Galya Korukhchyan |
The Absolut Company |
Global Brand Manager Communications Absolut Vodka |
| Carl Mark |
The Absolut Company |
Manager Product Development |
| Elin Furelid |
The Absolut Company |
Senior Global Marketing Manager |
| Anna Perrolf |
Drama Queen Communications |
Copywriter |
Why is this work relevant for Brand Experience & Activation?
The store shelf is Absolut's best place to reach and activate consumers' minds.
background
Absolut is best in class in using recycled glass. More than 41% of the glass in Absolut's bottles is recycled. In many countries and US states, recycling systems are not available. Absolut wanted to put the light on this fact, and at the same time tell our own recycling story. How can you use the bottle to do this?
Describe the creative idea (20% of vote)
To dramatize that we use as much recycled glass as possible, we smashed Absolut bottles and used the shards to put together a new, recycled, bottle.
Describe the strategy (20% of vote)
The strategy is to reach consumers where they meet us the most: on the face of our bottle, and tell them a story that can help make the world a better place.
Describe the execution (30% of vote)
The bottle is sold and activated in approximately 80 countries on all continents, and made in a run of approximately 4 million. It is used in all kinds of stores.
List the results (30% of vote)
The campaign is still running, so it is too early to compile the results. But the initial impact has been huge, and sales impressive.