APEX Awards 2016 - "Africa is Absolut"

A Change Silver APEX award went to NATIVE for its Absolut Vodka campaign for Pernod Ricard. Absolut Vodka is a well-recognised global icon, but its global success has not always been mirrored in South Africa. In recent years the brand has under come under threat from the proliferation of newer, flashier premium vodka brands, and it has lost market share as well as brand relevance. It became clear that a strategic intervention was required in order to restore the Absolut brand's relevance and status as the global icon it once was. NATIVE VML and Pernod Ricard teamed up to implement a truly integrated campaign for the brand, which would rock the premium vodka category. As a result, "Africa is Absolut" was created.