Since the beginning of brunch people have been putting Tabasco™ and vodka into bloody mary’s, separately. So Absolut Vodka partnered with the world’s leading hot sauce, Tabasco™, to create: Absolut® Tabasco™. To capture spice lovers attention we had to dramatise that unmistakable ‘heat’ in a way that felt immediate and impossible to ignore.
We wanted the launch of Absolut® Tabasco™ to be a discovery rather than a conventional product reveal. But how do you launch a spicy collab between two icons? How do you cut through in a world of spice clichés? How do you make it feel distinctively Absolut® but authentically Tabasco™ too? You say less. And you do it for real. Reimagining a volcanic world; where volcanoes erupt with glowing bloody mary. We scanned and built 12 metre scale volcanoes, we made glowing lava you could catch, we filmed on the volcanic fields of Iceland via helicopter and we conducted dozens of ‘Bloody Mary lava’ liquid tests. Not for any other reason than the feeling that doing everything for real conjures the innate sense of something truly authentic.
RESULTS
The campaign sold 2.8 million bottles into 58 markets. The film generated 50 million organic views. Beyond viewership, the product was featured in 500+ articles and had widespread organic participation, with consumers and creators recreating drinks and experimenting with the product. Overall the campaign earned $51.5 million in media value, with extensive coverage across press and culture.
