Campaign Imminent: Pernod Ricard announces Absolut collaboration with Ocean Spray (Score 24)

Sales Lead: Absolut has teamed up with Ocean Spray on a new ready-to-drink vodka.

  • The brands have already started partnering on integrated programming, innovation, co-packaging, innovation, and new and reportedly exciting ways this summer.
  • The vodka line itself will launch in early 2024, so promotional material will likely launch soon.
  • The brand will likely:
    • Continue shifting strategy
    • Return to higher spend
    • Select additional new agency partners following a recent hire (more below)
  • Target demographic
    • A wide target demographic ranging from drinking-age (21+) Gen-Z through Gen-X
    • As you can tell from the video above, Absolut launches both English and Spanish ads.

Recent leadership shifts:

  • In September 2022, Bethany Arazoza joined Absolut as its brand manager.

Additional spending insights:

  • Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
    • YTD spend: So far this year, Absolut has only allocated roughly $7 - yes, I know - toward national TV spend, a mere fraction of the roughly $694.3k allocated within the same 2022 timeframe.
    • Last year: The brand spent around $3m on this channel in 2022 after having spent about a fourth of this, around $722.4k, in 2021.
    • 2023 ad programming: Absolut's 2023 commercial has aired during The Best of Megan Thee Stallion.
  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • YTD spend: The vodka brand has spent approximately $1.1m on digital ads YTD, only about a third of the approximately $3.2m spent by this point last year.
    • YTD data: Since the beginning of 2023, Absolut has earned ~139.7m digital impressions, 47% via Facebook ads, 46% via Instagram ads, and 7% via YouTube ads.
    • Last year: The brand's estimated full-year 2022 spend reached $7.8m, 47% more than that of $5.3m in 2021.
  • Additional channel insights  
    • The brand utilizes OTT, linear TV, digital, local broadcast, OOH, and Google Ads.
    • Absolut holds planning conversations in Q1 and buying conversations in Q4.
    • It invests in sponsorships with organizations such as the New York Red Bulls.

Additional agency insights:

Insight Sources: Broadcast, OTT, and linear TV insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; sponsorship insights by Relo Metrics.