Absolut has launched a new communications platform – ‘Create a better tomorrow tonight’ – which it hopes will cut through the noise from a plethora of other “purpose” led campaigns.
The initiative, along with its first piece of creative, is both a shrine and a testament to the core beliefs of freedom, equality and sustainability that have buttressed the brand since its inception in 1879. But in a time when almost every brand has something to say on the state of the world, why is the brand dusting these principles down now?
It’s hard to be cynical about the sincerity of Absolut’s values; on paper, it arguably has more ethics than certain world leaders do. The progressive character of its founder Lars Olsson Smith has been distilled to create a company that outdoes even its home country of Sweden in terms of gender equality and sustainability: women take up half
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