To stand out in the cluttered trade environment and act as a natural choice for those who really want to party. Make a disco ball, shaped as an Absolut bottle, with a hook on top and put on all Absolut bottles during the campaign period. Once the vodka bottle on the inside is removed, the disco ball can be hung in the ceiling and danced around. Visibility and number of facings rose dramatically. In many markets, sales were up more than 1000%. Most markets sold out their Absolut stock to the last drop.
Agency: Family Business Stockholm, Sweden.