ABSOLUT GREEN HUSTLE
SQUEEZING MORE OUT OF LESS
Waste. If we could all do a bit more to make a bit less, the world would be much better for it. That’s the thinking behind Absolut Vodka’s Green Hustle.
Getting the world’s bartenders to squeeze more out of their ingredients — forming better habits, making better drinks and teasing out better profits. And all of it adding up to a healthier planet.
With one of the most energy-efficient distilleries in the world, sustainability is right at the heart of Absolut’s philosophy.
Now they wanted us to get the trade on board. And we figured there was nowhere better to make a noise, than at The Athens Bar Show. All the top drinks movers and cocktail shakers in one place — our job was to give them a thirst for the greener side of life.
There was a buzz in the air and we wanted to get people talking even before the two-day event got into full flow. So we sent a pedal-powered ‘Hustle Buggy’ around the city’s bars, collecting all the ‘leftover’ citrus magic. Limes, lemons and grapefruits, all packed with zesty goodness that Absolut couldn’t bear to see go to waste.
And once the show was off the road and into the arena, the Absolut crew got mixing. Frozen Sour Milk Cocktails, Kan-Kan-Do Bambus, Melba Daisies… In partnership with anti-waste crusaders, Trash Tiki, we served up the best planet-friendly concoctions. All flavour boosted with ‘second life’ fruity goodness.
The Contagious-designed brand activation featured live demos, seminars and workshops, giving bartenders the chance to serve their own twists on Absolut-powered eco-cktails.
Saving the planet is about as serious as it gets, but Absolut’s Green Hustle proved you can still have a big smile on your face while you’re doing your bit.
We worked with a community of global mixologists to create a ‘by bartenders for bartenders’ vibe. Making grassroots-level change an ice-bucketful of fun. Inspiring everyone to get involved with simple little hacks that together make a massive difference.
From day-glo colours, to disco ball crash helmets, we turned an environmental campaign into a full-on party. And to close the loop, all organic waste was composted in a garden just outside the city.
The Green Hustle is all about putting an end to single-use ingredients by sparking an industry-wide revolution. And we’ll definitely drink to that.
