Absolut Raspberri

Objective

Absolut Vodka launched Raspberri, a new raspberry-flavored variant, in 2004. The campaign aimed to introduce this flavor extension through an interactive digital experience combined with street art activations, reaching consumers across multiple touchpoints and building brand awareness through creative engagement.

Solution

The campaign featured an interactive digital component recognized at The One Show 2005 (Merit Award, Interactive - Beyond the Banner category). It incorporated street art installations documented in Norway, Australia, and Belgium as part of a coordinated PR strategy via Wooster Collective. The interactive element was designed to engage consumers with the new product through creative expression and digital interaction.

Results

Not published.