Adding value not discounting
When you have an iconic luxury brand that has begun to be eclipsed by a new category of super-premium spirits, it's time to think creatively and call in the Mystery team. Well that's what we imagined went through the ingenious minds at Pernod Ricard when they briefed us to help conceive a value-added off-trade promotion linked to their 'In an Absolut world' above-the-line ad campaign, that would reinforce Absolut's brand values and drive loyalty and sales without discounting.
The result was a campaign that offered a VIP access card to exclusive events, downloads, premiers and happenings that drives advocacy, social media interaction and makes effective use of their arts sponsorship programme. In an Absolut world, everyone's a VIP!