In a category were product claims are confusing, Absolut wanted to champion their transparency, through a new campaign: ‘Absolut: the Vodka with Nothing to Hide’.

Absolut’s production process is completely transparent. To dramatise this we chose to champion the honesty of our people through a naked tour of the distillery in our new employee film, highlighting Absolut’s transparency and good humoured Swedish tone of voice. As well as the hero film, we also created YouTube bumpers, Facebook and SnapChat teasers that amplified interest guaranteed highest possible click-through rates.

The campaign was first launched to all employees and new-joiners of Absolut on February 5th 2018 along with an additional spoof film by Pernod Ricard CEO Alexander Ricard – in which he also appeared nude. The hero film was then rolled out to consumers across social channels and amplified with provocative teasers, bumpers and cut downs - further driving reach and engagement.

Launching the campaign as an employee film via internal screens and email, was a tactical strategy to hero the honesty of all Absolut employees. Creating a global group of passionate brand advocates who would then further champion the message when rolled out to consumers. Not only is the message of this campaign unique but so is the launch strategy.

The campaign is in its infancy and is set to continue to grow in success and establish a long term global platform for Absolut. The films are hosted on Absolut and YouTube and teasers and trailers can be found on Facebook, SnapChat and Instagram.

Key stats:

• Nearly 100m PR impressions

• Over 8m views

• 16.9m video impressions