'Absolut Vodka Is Proudly The Spirit of Pride.'
In the past Absolut Vodka, have released Limited Edition bottles. In line with this and to celebrate Mardi Gras - Absolut will release a collectible to help show their support for the LGBT community. Each bottle will come with a 'Mardi Gras' rainbow feather boa, to help promote the Mardi Gras festival.
Target audience;
The Australian queer community and participants of Mardi Gras 2020
Challenge;
The key component we are looking for is an activation to launch the 2020 rainbow bottle the weekend ahead of Mardi Gras. This activation should take place in Sydney and drive product trial. It must align with the values of Absolut and Mardi Gras, showing support and celebrating the queer community. We need the activation to generate press and social media pick-up.
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Solution:
Create a 'Limited Edition Absolut Vodka Bottle' thats comes with a rainbow feather boa to promote the Mardi Gras festival and the LGBTQIA+ community.