Created in Sweden in 1879, Absolut Vodka is famously dedicated to its single-source heritage and purity. Today the brand is a global leader, known for its iconic bottle and artistic marketing for its spirits. Absolut’s Spark bottle is a limited edition multi-faceted bottle featuring a light in the bottom that creates a glittering night out.
lift in favorability via Facebook
lift in brand awareness via Instagram
lift in ad recall via Instagram Marquee
Looking for a way to cause a sensation in the high-end spirits category, Absolut wanted to drive awareness and interest in its Spark illuminated bottle, encouraging people to “spark up your night”—whether they’re entertaining and enjoying time at home or out with friends.
Absolut teamed up with Facebook’s Creative Shop to design a video series that played to a trendy crowd, while celebrating the brand’s iconic past.
Each Friday, Absolut launched a new Facebook video ad linking to the Spark bottle ecommerce portal. The team used Facebook’s targeting tools to reach people aged 21–49 in 18 focus states, who typically buy alcohol and drink on premises, are interested in distilled spirits and typically order specific brands.
To drive more interest and reach a younger demographic at the campaign’s midpoint, Absolut selected the best videos to run as Instagram ads, timing them to run Labor Day weekend to capture the end-of-summer celebration crowd.
As the campaign came to a close, the team ran an Instagram Marquee ad, which created a single-day sensation with multiple high-reaching prime slot posts. Absolut reached a mass audience of mobile users aged 21 and up, ensuring maximum impact for the Spark bottle finale.
Absolut’s campaign sparkled, prompting a 5-point lift in brand awareness with Instagram and a 33-point lift in ad recall with the Instagram Marquee ad.