Absolut's first major brand push in a decade introduces a cast of cocktail characters

Multi-year 'Born to Mix' push from Ogilvy features spot narrated by Rami Malek

Published On
Jun 06, 2022

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This summer, Absolut adds a new chapter to its storied marketing legacy. Ogilvy, who won the vodka brand’s account last year, introduces the brand's first major push in over a decade, centered on a cast of characters who personify a range of Absolut-infused cocktails.

The new multi-year brand push, “The World of Cocktails. Born to Mix,” centers on Absolut's inclusivity and the diversity of its audience. It gives the stage to five colorful figures named after drinks consumers can make with various Absolut flavors: Cosmopolitan, Espresso Martini, Bloody Mary, Lemonade and Madras.

A 30-second spot, which will air on TV nationally, introduces three of them at a chic dance lounge, the setting of Absolut’s “exclusive, yet inclusive, world.” Directed by The Directors Bureau’s Rodrigo Saavedra and narrated by Academy Award winner Rami Malek, the three "cocktails" toast, dance and interweave amidst the excitement and bustle of a dream night out. “The more we mingle, the more we create, the stronger we become,” Malek says.

“We believe that when diverse people come together, incredible things can happen,” said Charl Bassil, global VP marketing at Absolut, The Absolut Company, in a statement. “This thirst for mixing—that is how we see things on a human and societal level, and it’s a direct extension of the versatility of our product.”

Absolut OOH

The entire quintet feature in a series of digital, social content as well as OOH ads that will live in nightlife hubs Miami, New York City, Los Angeles and San Francisco. The images feature the stylish figures in themed monochromatic settings, each with an accompanying poster that showcases the flavored vodka used to make the cocktail.


Absolut earned fame in the '80s with its iconic "Absolut Perfection" campaign. Created out of TBWA\Chiat\Day New York, it consisted of more than 1,500 executions that made the bottle the hero—with the help of talents including Andy Warhol, Annie Liebovitz, Helmut Newton and more. 

The new push puts individuals and their personalities at the fore.  More characters will roll out in further executions throughout the year, and the push will expand to global markets.

A long-form video gives fans a first glimpse of the entire cast, fourteen in all. The three-minute video bumps to Saturday Love’s “2 B Free” and features groovy dance breaks. The spot’s throwback aesthetic harkens back to the “Absolut Perfection” era, the edge between the ‘70s and ‘80s, with a youthful appeal to tempt those conditioned to wine nights at home over the past years back out for summer celebrations.