Absolut Stoop Life Movement
Challenge
With the upcoming release of ABSOLUT VODKA’s newest city-inspired flavor, ABSOLUT BROOKLYN, Ketchum was asked to combine ABSOLUT BROOKLYN’s DNA with Brooklyn’s neighborhood DNA to give the new flavored vodka real street credibility.
Solution
Inspired by Spike Lee’s “Stoop” bottle design, Ketchum invited bloggers to write stoop stories to share on an original online platform, BrooklynStoopLife.com, and across social media. ABSOLUT also teamed up with Habitat for Humanity to build actual stoops for those in need.
Result
A movement of bloggers posted their personal “stoop” stories on BrooklynStoopLife.com. The grassroots campaign achieved 170% of its media goal and ABSOLUT’s celebration of Brooklyn’s street culture gave the brand relevance. Total brand awareness nearly tripled among the core target and after the launch, 8x as many consumers would consider purchasing ABSOLUT BROOKLYN. 18,000 cases were sold in 12 weeks (80% of initial order) and total depletions exceeded more than 50% the original expectation.
How we MOBILIZE MOVEMENTS
Ecovideo Glass Recycling Campaign
By involving consumers online and on the street, Ketchum Pleon mobilized thousands of Spaniards and restaurant owners to recycle 40,000 jars and bottles.
Hopenhagen Climate Change Movement
By galvanizing environmental opinion leaders, Ketchum sparked a viral movement of 6 million citizens to ask global leaders to take action on climate change at the COP 15 climate change conference.
