Absolut Extrakt

Absolut Extrakt

PRODUCT LAUNCH

SÃO PAULO - BRAZIL

Absolut Extrakt wasn’t just a new flavor. It was a product that resisted definition. It belonged to the Absolut family, yet behaved differently. It was distilled differently, worked equally well as a mixer or a shot, carried the spice of botanicals without becoming gin. The more you tried to explain it, the more elusive it became.

Absolut Extrakt wasn’t just a new flavor. It was a product that resisted definition. It belonged to the Absolut family, yet behaved differently. It was distilled differently, worked equally well as a mixer or a shot, carried the spice of botanicals without becoming gin. The more you tried to explain it, the more elusive it became.

Rather than simplifying that contradiction, we embraced it. The campaign was built around a simple idea: if no single definition could capture Extrakt, perhaps everyone could try.

Rather than simplifying that contradiction, we embraced it. The campaign was built around a simple idea: if no single definition could capture Extrakt, perhaps everyone could try.

The mystery debuted at Lollapalooza and quickly spread through São Paulo’s bars. A distinctive green telephone connected curious drinkers to a call center staffed by an unlikely group of “experts,” each offering their own wonderfully imperfect explanation of what Absolut Extrakt actually was. In the end, the confusion became the campaign.

HARD TO EXPLAIN. BETTER TRY IT