Absolut celebrates importance of meaningful connections

Absolut has launched ‘It’s In Our Spirit,’ the premium vodka brand’s first national campaign in over 18 months.

The campaign celebrates “the importance of meaningful connections, inspiring consumers to look forward to those moments where we’ll all be together again in real-life”. It features actress Tessa Thompson and music artist MNEK breaking out of a virtual world into real-life to enjoy a moment of togetherness, culminating with the end line: ‘Can’t wait for together #IRL’.

For readers who don’t have access to a teenager, IRL is short for In Real Life.

Running throughout November, the campaign will reach over 80% of 18-34 year olds in the UK. Thirty and 20 second prime time TV spots will roll out on channels including C4, ITV and Sky, as well as on video-on-demand, digital and social media.

Consumers are being encouraged to share what they can’t wait to do #TogetherIRL for the chance to have their social comments embedded in an online digital mural, with the Absolut bottle silhouette as its centrepiece.

Marnie Corrigan, Brand Director at Pernod Ricard UK, commented: “New research commissioned by Absolut reveals that 70% of Gen Z are craving real life moments, and despite being the most technologically connected, they are the loneliest generation ever. The last six months have increased those feelings of isolation and now more than ever, the nation needs some positivity. Inclusivity and togetherness has always been at the heart of what Absolut stands for, and our new high-impact campaign will inspire consumers to look forward to being together again and celebrate the great things that can happen when we come together in real-life.”