Absolut — Refresh the Talk
Launch Absolut Lime by hijacking the red-carpet conversation using tech-enabled fashion.
SHORTLISTED: CANNES LIONS — BRAND ACTIVATION
From partnerships with the world’s most iconic artists to being the first brand to advertise in LGBTQ+ magazines in 1981, Absolut has spent more than 40 years leading cultural conversations. So we used one-of-a-kind purses connected to Twitter to talk about the causes that mattered most to the brand's fans on the red carpet at the GRAMMY’s. Worn by artist-activists such as Skylar Grey and Santigold, these fashion statements animated messages of women’s empowerment in real-time.
#RefreshTheTalk racked up 250MM on-air impressions, 90MM across digital and social channels, and over 170 PR placements for an additional 125MM earned impressions. The campaign garnered over 4,500 tweets and retweets for an added organic reach of 300,000 consumers.
Featured on over 60 new outlets including: NY Times, Adweek, Creative Pool, Essence, Nylon,
“One brand that authentically supported a cause based on its values was Absolut… by promoting its pro-social conscience through its "Refresh the Talk” effort at this year’s Grammy’s.”
The Drum
