Social Media Strategy
Absolut Vodka was looking for innovative and disruptive creativity for its Instagram and Facebook channels.
We looked closely at Absolut’s strategic target, progressive connectors, strongly engaged in social issues, and we identified the Social Subculture of Queer Witches interested in spirituality and witchcraft. From this community we have discovered the rapidly rising trend of tarot reading. We matched this trend with Absolut’s purpose “Create a more open world” by bringing behavior linked to a part of Queer Community under the eyes of a wider target.
We developed Spiritual Mix, a social stream in which mixology meets tarot cards. In this illustrated deck each Absolut-based drink corresponds to an arcane, answers a question and reveals the recipe for the future, as well as that of the cocktail.