Absolut Lets Consumers Customize Their Concoctions
To connect with highly educated and socially active 21- to 29-year-old urbanites, Absolut Vodka created the integrated Create a Crush and Reflections campaign. The program incorporated sampling using the new Absolut Juicer, which allowed consumers to personalize concoctions using freshly-squeezed ingredients. After consumers customized a drink, they named it and posed with it for a photograph, which was emailed to them on the spot. Upon retrieval, consumers had the option to share the photo with friends and download it. They were also encouraged to host a brand-sponsored party to show off their personalized drink.
Once emails were captured the brand could follow up with seasonal information on the benefits of Absolut, like tips for hosting a summer party. The brand also created a holiday sampling program called Absolut Reflections in which people could create their perfect holiday cocktail, pose for a photo and the brand would send it out to friends and family with the cocktail recipe and a holiday resolution.
Over the course of the campaign, the brand distributed 1,717 samples (an average of 35 per account); collected 832 emails (an average of 17 per account); and sold 491 bottles (an average of 10 per account).