Absolut heads poolside for brand activation
Vodka brand Absolut has moved into its next phase of activation for its global ‘In An Absolut World’ positioning with a “pop-up” day club at Bondi Beach.
The ten-week-long “Summer Sundays” event, the first since Pernod Ricard took on the brand in October, has been taking place on the pool deck at the Swiss Grand Hotel. The event has involved making over the deck with sun lounges, umbrellas and a series of cocktail bars. DJS entertain the crowd from noon until 9pm.
Entry is by invite only, with would-be guests steered towards the event’s Facebook group.
The event also picked up some PR today, with reports that guests were encouraged to wear “I peed in the Ivy pool too,” T-shirts following stories about the state of the pool at The Ivy in Sydney on New Year’s Day.
Absolut marketing manager Laura Stephen said: “It’s a classic expression of the Absolut brand.”
The initiative was put together by experiential agency The Project, which was also behind the original concept. Cav Con has been handling the PR.
The new positioning follows last year’s bikestand stunt by the brand.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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