Our client wanted to introduce a new absinthe drink to the U.S. market, where absinthe had been illegal up until recently. To make this niche product more palpable, the strategy was to broaden the traditional view of absinthe, focused previously on the hallucinogenic properties of wormwood and the art of the traditional absinthe drip.

We created a campaign centered around the more versatile concept of “tormenting a cocktail”, hence the tagline: “Tourment it with Absinthe”. The campaign celebrates mixology and creativity, and challenges consumers to re-invent traditional cocktails by mixing or “Tourmenting” them with Le Tourment Vert.

Le Tourment Vert Absinthe has become well known and highly used throughout the mixology community.

A campaign-specific logo was created with the Le Tourment Vert icon Turner Duckworth previously developed for the master brand. Campaign elements including posters, coasters and cocktail napkins feature a series of classic cocktails that have been “Tourmented” with Le Tourment Vert. The idea that anything can be “Tourmented” to bring creativity and interest has since extended beyond its original cocktail application. Le Tourment Vert is now a cultural patron of art and creativity, sponsoring cocktail and art-related events across the country.