Absolut Vodka

Mail proved to be an ‘Absolut’ hit amongst young professionals.

Background

Every winter holiday Absolut issued a special edition of their iconic bottle. It had become a collector's item. In 2020, pandemic-inspired safety measures had put a stop on instore promotions. Absolut needed a new way to get fans excited about the bottle launch.

Solution

Absolut identified neighbourhoods with a high percentage of the bottle’s core audience, young, downtown professionals and mailed a high-quality, colourful mailing.

Included were three perforated gift tags to elevate the gifting proposition, vodka recipes for inspiration and a QR code to drive them to a store stocking the bottle. Social, digital and out-of-home amplified the mailing, increasing its impact.

Results

Absolut saw a 70% increase in sales of the limited-edition bottle compared to 2019, when the campaign didn’t include mail.

Source: Canada Post

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