The Brief

Launch the ultra-premium Absolut Elyx in a way befitting of the Absolut brand name.

Client

Pernod Ricard Singapore

Absolut Elyx – Craft of Perfection

The key to connecting vodka with craftsmanship.

Our Approach

When Pernod Ricard tasked us to launch Absolut Elyx in Singapore, we knew it was a tough task.

To begin with, although the Absolut brand name resonated with collectors, drinkers had little affinity with the brand. As a spirit, other brands were seen as more premium.

To bring out the more refined qualities of Absolut Elyx, we needed to highlight its dedication to craftsmanship. And so, we found a space and curated an entire experience.

At the heart of it all was Mr Chow, a humble keysmith we found at the heart of Chinatown. Guests were sent blank keys and upon arrival, Mr Chow would make them a perfectly cut key that opened a door.

When inside, guests didn’t just get to try Absolut Elyx. They were guided on a journey that involved an Absolut Ambassador mixologist specially flown in from Sweden, a lesson in letterpress printing, pottery and smooth vibes of an acclaimed DJ.

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The Results

Over $1.2mil worth of PR exposure, including a 3-minute coverage by Channel News Asia and a 2-minute report by Channel 5 (the first for an alcohol brand).

Over 6,000 unique microsite visitors in just 4 days.

300 invited guests, 746 at the door.