Absolut Elyx
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Translation of Trends to Innovation Platforms
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Incremental Insight Exploration and Development
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Met with global team in Sweden to align on development of concepts that would work across all markets
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Rapid Concept Prototyping and Design
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Concept Optimization with Customers
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Strategic Future Pipeline Building
The challenge
As the original super-premium vodka, Absolut enjoys a special place in pop-culture. But, over the years, the category evolved and exploded around it and Absolut again needed to take vodka—and its brand—to a new level.
Our approach
The team leaned into consumer’s love of small-scale craftsmanship and one-upped Absolut’s single source ethos (100% winter wheat and water from a single region of Sweden) and put it on a smaller scale to create a single-estate, copper-still vodka that met Absolut’s exacting standards with a truly delicious profile and an authentic story, focused on the still and the master distiller.
The Result
The team leaned into consumer’s love of small-scale craftsmanship and one-upped Absolut’s single source ethos (100% winter wheat and water from a single region of Sweden) and put it on a smaller scale to create a single-estate, copper-still vodka that met Absolut’s exacting standards with a truly delicious profile and an authentic story, focused on the still and the master distiller.