Winning hearts, expanding minds
Absolut Akademi, The Absolut Company
In 2012, we worked with Absolut to create an education programme for bartenders. Such was the success of the project, Absolut decided to review and extend it, to bring a similar experience to a much wider audience.
We were asked to deliver this expanded range of Akademis that would encompass Absolut’s heritage, production, category and drinks, and would embed the repositioned Absolut masterbrand and introduce a new range of support collateral.
Working very closely with the Absolut team, we designed three distinct, fantastically-detailed three-day experiences for different audience groups: bartenders (Pro), marketers (Edge) and everyone else (Core).
From the moment guests arrive in the southern Swedish countryside on day one, we made sure they would be immersed in the brand. We styled and propped all rooms and developed ice-breaker activities. We created a number of inspiring spaces that tell the Story of Vodka and the History of Absolut. In the evening we designed a cook-along dinner and midsummer madness party.
On day two, guests follow Absolut’s One Source production tour travelling from the wheat fields in Skepparslöv to the most efficient distillery in the world at Nöbbelöv, then on to the bottling plant in Åhus. Next it’s on to the single estate at Råbelöf where the wheat for Absolut’s luxury vodka, Elyx, is harvested. Guests enjoy lunch in the Elyx hunting lodge then visit the vintage still, which dates back to 1921 and still produces Elyx today. Day two ends with a ‘perfect’ martini, before a flight to Stockholm to experience Absolut in some of the city’s coolest bars.
We designed every resource to accompany the programme, from the programme app, digital invitations and presentations, feedback and reporting tools to styling and propping room sets, and directing and producing numerous films. We also created personalised bottles, wallpapers, menus, gifts and prizes, making sure every item met Absolut’s brand pillars.
Overall, we were able to create a cohesive, high-level and targeted brand education experience that lives long in the memories of participants.