Absolut Vodka Reinvents Search with Emojis

Absolut, Pernod Ricard's Swedish premium vodka brand, is using digital innovation to expand its online presence. In an unprecedented strategy created by the Dentsu Creative Brazil agency, the 'Mix My Emoji' campaign proposes a new way of searching for the brand's audience, by enabling combinations of emojis to directly lead consumers to recipes for drinks made with Absolut.

The campaign's idea is to boost Share of Search - an indicator that measures a brand's share of Google searches - without using traditional keyword buying, a method widely used by competitors. Instead, the strategy encourages consumers to explore new ways of searching, making the experience more interactive and personalised.

The strategy uses multiple channels, such as social networks, content creators, influencers, streaming platforms, Out of Home Media (OOH) and print, to encourage the use of the emojis in searches. In the first phase of the campaign, without revealing the brand, the pieces engaged the public's curiosity, inviting them to search only for the emojis. The brand was only revealed when the search results came up.

Richard Le Moult, Pernod Ricard's Brazil and LATAM marketing director, said, "In Absolut communications, we always try to stimulate connection and curiosity in consumers, and this campaign was no different. Keeping our tone light and creative, we invited the public to be inspired by our recipe suggestions and adapt their drinks in the best way. Just like emojis, the drink combinations offer countless possibilities. In total, there are seven drinks, each represented by a combination of three emojis.”

"Emojis have gone beyond the digital world and become popular culture. With this innovative and creative approach, Absolut not only strengthens its digital presence, but also transforms the way consumers interact with the brand, exploring new possibilities when searching for inspiration for drinks," says Ricardo Dolla, chief creative officer at Dentsu Creative.

Discover the recipes and the emojis that represent each drink:

Absolut Raspberri Collins 🍋🧊🍓

Absolut Passion Star Martini 🍸🍍🧊

​Citron CosmopolitanAbsolut 🍸🍊🍋‍🟩

Absolut Expresso Martini ☕🍸

Absolut Vodka Mojito 🍃🍋‍🟩🧊

Absolut Moscow Mule 🫚🍸🧊

Absolut Bloody Mary 🍅🍸🌶️