The Absolut objective was to reach the young adults of the elite, who live in a big city and enjoy nightlife. We then developed the concept of Absolut Caipiroska, a typical Brazilian drink. So when our target thought of Caipiroska, they would connect it with Absolut.

Absolut Vodka invested US$ 430,000, a mix of media reached the expected objectives, completely increasing the participation of the target and increasing sales by 20%/year.

We used a very traditional way of selling limes in Brazil, packed in a net. The idea was to pack the Outdoor as well as the magazine ads with the same type of net, creating a single identity for both media strategies. A totally differentiated and innovative communication, creating high impact for the campaign.

The unusual format created interest and media coverage resulting in articles in several newspapers. The place we used for the outdoor ad then became a desired place by other announcers, becoming a great place for special projects. For the magazine, it launched a new format and it was therefore used for differentiated projects, similar to the Absolut one. Absolut launched a new format for both media, which helped the launching of new business to the communication vehicle.

Outdoor - we selected the main avenue of São Paulo, a strategic spot in which to impact the target as they are going to the main bars area. A panel was doubled, with 10 light projectors. The panel had limes packed in nets and the sentence: "Absolut Caipiroska". There were 18 3D limes that were textured like real limes. Magazine - we selected Playboy to reach our target. It had the same message as the outdoor effort and it came wrapped in a lime net with an insert over the cover with limes, and a teaser inside the magazine that said: "If alone it is delicious, imagine with lime. Open and check."

Fabio Bologna (Copywriter)/Alessandro Cassulino (Art Director)