Absolut Passionfruit Martini
CONTENT PRODUCTION
Kill Your Darlings partnered with Absolut to launch their Passionfruit Martini RTD in the Benelux, bringing the iconic cocktail experience into the hands of consumers, anywhere and anytime. With a campaign centered around Absolut’s “Born to Mix” ethos, we aimed to connect with young, vibrant audiences looking for premium cocktails that match their on-the-go lifestyles.
Video production
Copywriting
Social media campaign
D(OOH) campaign
Creative direction
The Challenge
Absolut needed to position its Passionfruit Martini RTD as the go-to drink for spontaneous social moments—whether at a beach picnic, a music festival, or a backyard hangout. We had to create a bold, youthful campaign that highlighted the product’s premium quality while emphasizing its convenience. The campaign also needed to reflect summer vibes, focusing on Absolut’s vibrant identity while making the Ready To Drink cocktail feel accessible for any occasion.
a Premium Yet Accessible Image
We positioned the Absolut Passionfruit Martini RTD as the perfect blend of premium quality and spontaneity. With the message “Premium Cocktails Anywhere”, we showcased how this drink elevates casual moments while staying true to Absolut’s “Born to Mix” identity.
Vibrant Visuals & Social Media
We created colorful, summer-themed visuals to highlight the RTD in laid-back, fun settings—beach picnics, festivals, and more. These visuals were adapted across Instagram, Snapchat, and YouTube, ensuring brand consistency while driving engagement across all platforms.
Deliverables for Multiple Channels
We customized assets for Instagram, Snapchat, and YouTube, adhering to platform-specific guidelines for video and image formats. Each piece was optimized for maximum reach and engagement, ensuring clear branding and legal compliance across all channels.
Key Takeaway
By blending premium branding with accessible, fun experiences, we positioned Absolut’s RTD as the go-to drink for spontaneous social moments. KYD’s ability to craft a campaign that balanced luxury with everyday appeal was crucial to its success.
Our strategic campaign for the Absolut Passionfruit Martini RTD resulted in:
Increased brand visibility across Benelux, with a strong focus on digital channels.
High levels of engagement on social media, especially through influencer content, helping Absolut resonate with younger audiences.
A significant boost in brand recognition for Absolut’s RTD range, reinforcing its position as a premium option for on-the-go cocktails.
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