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In February 2017, Absolut launched its first new flavor in over four years: Absolut Lime. A lot was banking on this rollout, considering the sharp decline in vodka sales beginning in 2014, a rise in competition from the whiskey market and a growing fatigue of sickly sweet flavors like cookie-dough vodka.
In a major activation effort with 360i, Absolut landed on the 59th annual Grammy Awards as the venue for the new product debut to target younger drinkers, between the ages of 21 and 30.
“We’ve always had a rich heritage in collaboration and music, so the Grammys felt like the right platform to launch Absolut Lime in a bold, iconic way, really befitting the brand while connecting to millennial consumers, who we know not only love flavored vodkas, but also look to music platforms for inspiration,” said Nick Guastaferro, director of marketing at Pernod Ricard, Absolut.
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