Absolut Elyx

Heritage. Craftsmanship. Natural ingredients. Absolut Elyx is pure and invigorating, with a silky texture, a long-lasting smooth finish and a subtle spiciness. The result of genuine craftsmanship and manual operation in every detail of the process. The old 1929 copper still is only operated by a select few, who inherited their expertise from past generations of spirit and vodka makers. Every batch of Absolut Elyx Vodka is carefully tasted and approved before it is bottled, each made from a single harvest of Swedish winter wheat.

The goal of this brand campaign was to ensure that Absolut’s brand equity was held in place (95% product penetration rate and significant consumer brand-awareness amongst competing spirits.) We aimed to reinforce the brand image as classy and up-market. We sought to appeal to an urban audience while capturing a feeling of heritage (considering the time-honored technique of creating this product in a hand-operated copper still from 1929). The launch, destined for key urban markets, needed to represent this premium luxury spirit.

The use of black signifies elegance and provides an art-deco vintage appeal. A shimmery copper color palette represents the copper distillery (used in the production of Absolut Elyx). All graphic elements reinforce the iconic bottle design and provide an art-deco feel which further re-enforces the 1929 vibe. Bold, impactful and swanky typography appeals to the Absolut Elyx core demographic while reinforcing and complimenting the brand’s core typography design.

Activations Included: print advertising, film/video, digital, retail signage, events, and marketing materials. The Absolut team also supported a cocktail competition, launch parties in select urban cities, and duty-free retail events in APAC.