Absolut Cubed
A cocktail tutorial.
A world of its own.
The trend among young adults: partying at home instead of going out. But cocktails were still a bar thing. Too difficult. Too messy. The brief: make them feel possible at home, with everyday ingredients and twenty seconds.
Recipe videos are easy to scroll past. So my team and I turned each twenty-second cocktail tutorial into a piece of art, custom-made in Instagram’s square format. We collaborated with artists who tasted a cocktail and built a world from its colours and mood, around an Absolut bottle. The recipe stayed simple. Now people had a reason to watch it.
People learned how. Then they mixed their own. Then they shared their own creations. It started a cocktail trend among younger US consumers, markets asked for more, and the format became a standard brief for every Absolut launch that followed.