ABSOLUT CITY SERIES >>

CHALLENGE
When Absolut was seeking ways to innovate its new product offerings beyond flavor extensions, they called on Marco Polo to create line extensions of Absolut Vodka that fit the brand's massive equity and went beyond ingredient driven one-offs. The overall strategy would need to establish a sense of limited availability/uniqueness and allow consumers to express themselves in a bold, stylish and engaging way.

SOLUTION
Marco Polo developed a number of Flavor Strategy Designs that encompassed an Absolut Experience for consumers. Each of the developed strategies included a comprehensive strategy description, concept blueprint containing all of the essential communication components and a graphic depiction of the concept. From those designs, the Absolut City Series rose to the top and Absolut New Orleans was introduced as the newest flavor from the company that introduced us to flavored vodkas. It fits the Absolut style – helping the great city of New Orleans with a flavor that's all bon temps. Plus, all the profits from Absolut New Orleans go to the re-building of that great city. Absolut LA is the second in the line of limited-edition flavors developed by Marco Polo, capturing the essence of great US cities. The sale of Absolut LA supports the preservation of the environment through the Green Way LA Charity.

  • WHAT WE DID
  • COMBAT Project Assessment
  • Big Idea Session
  • Consumer Gauntlet
During the past two years we have commercialized and launched two product concept that Marco Polo helped us develop and we have a third planned for launch next year. In enlisting the support that firms like Marco’s provide, it is essential that the results are actionable. There are many groups out there that specialize in helping marketers develop new ideas and "out-of-the-box" thinking, but precious few ultimately deliver grounded, consumer-tested and actionable concepts. Marco Polo is one of those few.
- Tim Murphy, Vice President of Marketing, Absolut Spirits Co.