MARRIOTT by TBWA\Chiat\Day New York for Absolut

MARRIOTT

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Industry Vodka
Media Design & Branding
Market United States
Agency TBWA\Chiat\Day New York
Creative Director Rob Baird
Released April 2010

Credits & Description

Category: Point of Sale
Advertiser: PERNOD RICARD
Product/Service: ABSOLUT VODKA
Agency: TBWA\CHIAT\DAY
Date of First Appearance: Apr 12 2010 12:00AM
Entrant Company: TBWA\CHIAT\DAY, New York, USA
Chairman & Chief Creative Officer: Mark Figliulo (TBWA\Chiat\Day - New York)
Creative Director: Rob Baird (TBWA\Chiat\Day - New York)
Senior Producer, Media Arts: David Fisher (TBWA\Chiat\Day - New York)
Management Supervisor: Steven Panariello (TBWA\Chiat\Day - New York)
Co-Founder: Andy Spade (Partners & Spade)
Co-Founder: Anthony Sperduti (Partners & Spade)
Managing Director: Susan Hootstein (Partners & Spade)
Media placement: Cocktail Kit - Renaissance Hotels, Globally - 26 April 2010
Media placement: Bar Display (Glassware, Custom-Made Stirrers, Sliver Serving Tray) - Hotel Bars, Globally - 26 April 2010
Media placement: Posters - Hotel Bars, Globally - 26 April 2010
Media placement: Table-Top Collateral - Hotel Bars, Globally - 26 April 2010

Describe the challenges and key objectives
This year’s partnership with the Renaissance Hotels represents the brand’s latest artistic collaboration in alternative channels. This time, the brand finds itself in a new space: cocktail-focused merchandising in partnership with a global hotel chain. The objectives were to engage consumers at the bar, and build awareness of the exceptional cocktail. And then to drive them to the gift shop, where a consumer take-home kit would embody the exceptional experience.

Describe the brief from the client
ABSOLUT briefed TBWA with a straightforward marketing challenge – to activate the US strategy of creating exceptional drinks and exceptional experiences. This design collaboration would put a cocktail-driving force behind an innovative creative opportunity. ABSOLUT Vodka has a long history of creative collaborations in not only the development of advertising – but content for all channels of marketing distribution. From packaging of off-premise promotions to fashion apparel that represents the brand and builds PR attention, ABSOLUT has consistently challenged itself to push boundaries in the pursuit of something great.

Describe how you arrived at the final design
In partnership with Partners & Spade, the Bloody Mary was selected as the focal point (an ABSOLUT signature drink). It would be brought to life in its ultimate form, using the best ingredients and packaged in a unique consumer experience. An attaché-inspired case was designed to house all elements of the cocktail. The final design was one that delivers the upmost sophistication and style. Supporting materials live in hotel bars, including displays with premium glassware, custom-made stirrers and silver serving trays. Other design materials include posters and table-top collateral. Materials were introduced to Renaissance guests in April 2010.

Give some indication of how successful the outcome was in the market
Results are yet to be seen, but global markets have been expanding in support for the initiative, and additional shipments are already being requested.