‘Slurp vs. Suck’
With the temperatures reaching record highs in China, ABSOLUT kicks off the summer with a fresh and fruity digital campaign via TBWA\Shanghai. The drink promotion, launched in 15 cities (Ningbo, Shanghai, Nanjing, Kunming, Chengdu, Chongqing, Xi'an, Wuhan, Zhengzhou, Beijing, Dalian, Shenyang, Qingdao, Guangzhou and Shenzhen), introduces green jelly and ‘caviar’ made from grape juice to be mixed with the iconic Swedish vodka.
The campaign, titled ‘Slurp vs. Suck’, invites consumers to decide how they enjoy the refreshing summer drink. Consumer engagement takes place across key social media and mobile platforms and is integrated with channel activations. Consumers who join the brand on Weibo and WeChat will receive campaign information and coupons to redeem gifts with purchases of ABSOLUT in selected family KTVs. Those who share videos or photos of themselves slurping or sucking the drink get the chance to win a seven-bottle pack of ABSOLUT miniatures.
“Summer is a time when people can have fun and try different things. What better way than to experience ABSOLUT in a completely new and exciting way,” said Tracy Wang, Brand Director, White Spirits and Innovations at Pernod Ricard China. “The idea of ‘Slurp vs. Suck’ is a unique and provocative approach to drinking, and being bold, daring and creative is what Absolut is all about.”
Patrick Tom, Group Creative Director at TBWA\Shanghai added, “You go to a family KTV, bar or club to drink and have fun. We wanted to make sure the fun was around the drink itself.”
The ABSOLUT summer drinks digital campaign runs through to late September 2013.
For more information on the campaign, please visit: www.absolut.com/cn/summerdrinks2013 or www.weibo.com/absolutvodkachina
Title: ‘Slurp vs. Suck’ ABSOLUT Summer Drinks Digital Campaign
Client: Pernod Ricard China
Client Team: Tracy Wang, Justin Li, Anita Ma, Dennis Kuek
Agency: TBWA\Shanghai
Group Creative Director: Patrick Tom
Creative Director: Kate McMullen
Copywriter: Kate McMullen, Zoe Yu
Art Director: Lomo Yang, Doris Du
Brand Team Leader: Muriel Lechazynski
Senior Account Director: Tse Wei Ma
Account Executive: Serah Cheng
Planning: Ben Chen
Production Company: E-Graphics
Producer: Mae Ann Tan
Social Media Agency: Resonance
Search Agency: Netbooster
