Born from true consumer insight, the strategy sought to be deliberately converse to the category, and act as a true challenger brand.
NATIVE VML created a truly differentiated, memorable and effective campaign for the Absolut brand. Achieving an 89% volume increase and a 6% market share increase over the campaign period was just the beginning for the brand's new, upward trajectory.
With no other marketing activity having occurred since the campaign, the brand has continued to see sustained growth in volume and market share. This is evidence that NATIVE VML turned Absolut from a product people could buy, into an idea that they could buy into. It is clear to see why Marketing Director at Pernod Ricard South Africa, Charl Bassil, has lauded the campaign as the "most successful campaign for Absolut in South Africa to date".