Launch of Absolut Extrakt

As a member of Pernod Ricard Brasil’s in-house creative team, I led the launch campaign for Absolut Extrakt across Brazil—from crafting the creative strategy to executing campaign films, photos and live experiences.

So, how do you make vodka cool again in a gin-dominated market? Enter Absolut Extrakt—not quite a vodka due to its botanical ingredients like gin, yet not a gin because it’s crafted like a vodka, plus a secret ingredient that makes it even more tantalizingly intriguing.

We kicked things off with a compelling social media and out-of-home campaign that celebrated the mystique of Absolut Extrakt. The creative strategy was designed to pique curiosity with the tagline 'Difficult to Explain,' always accompanied by supporting text suggesting it’s easier to experience it.

To further this engagement, we launched 'drinkability' content under the extended tag 'A sensation that’s hard to explain, but a drink that’s easy to make.' This included eye-catching visuals that conveyed the synesthetic sensations of the drink’s contradictorily delicious flavors—spicy yet refreshing, robust yet light—qualities we also highlighted through our text.

In addition to our online efforts, we developed consumer experience strategies at key events. We made a splash at the Lollapalooza Brazil and continued the buzz at the MECA Inhotim festival, producing content onsite in collaboration with production teams and influencers, and amplifying it across Absolut’s social networks. This comprehensive approach ensured that every aspect of Absolut Extrakt’s launch was as unique and vibrant as the drink itself.