Dive Brief:
- Absolut is renting out decorative table kits — dubbed tablescapes — to help people prepare for holiday gatherings, per a company press release. Inspired by Absolut's version of the espresso martini, the kits are available through entertaining resource company Social Studies from Nov. 3 through Jan. 5 and have a starting price of $68 per guest.
- Citing Etsy's 2021 Holiday Trends report, which found that searches for place settings are up 72% and tablescape decor up 27%, Absolut will include in its kit a table runner, dinnerware, glassware, candles, hosting tips and more. A supplementary cocktail kit is an optional add-on and includes Absolut, Kahlua, espresso, seasonal garnishes and mixing equipment. It will be available for $179 plus shipping and handling on ReserveBar.
- Finally, a sweepstakes through Jan. 3 offers consumers the chance to win a Philips espresso machine, bar cart and other espresso martini prizes. The holiday campaign sees Absolut celebrating the return of social gatherings to drive interest in one of its seasonal cocktails.
Dive Insight:
Following a period of purpose-driven efforts that mirrored how consumers and brands were more reflective during the height of the pandemic, Absolut is now ready to celebrate with a campaign that embraces social gatherings. Tablescapes designed with and rented through Social Studies target consumers who will once again be throwing holiday parties with family and friends, while the kits' espresso martini inspiration could drive interest in the popular holiday cocktail — specifically using ingredients from Absolut and fellow Pernod Ricard brand Kahlua.
The supplementary cocktail kit could bolster this interest by providing the materials as an accessible add-on to the tablescape rental. Available through alcohol marketplace ReserveBar, the kit demonstrates how spirit brands are increasingly turning to e-commerce as a way to reach digital shoppers. The cocktail kit could also appeal to consumers looking to purchase gifts for the holiday season.
Sending branded kits directly to consumers is a strategy alcohol brands have activated since before the pandemic. While these efforts continued over the past 18 months, they underwent COVID-related adjustments, such as kits designed for homebound lifestyles. Absolut's return to the previous form of emphasizing social activity is another sign of some consumers' readiness to return to normalcy. A sweepstakes for an espresso machine and cocktail gear sees Absolut rounding things out with a tried-and-trusted engagement tactic. The effort is also a way to acquire first-party data, including consumers' email and phone number, that can later be used to inform more targeted campaigns.
To contend with marketing developments across categories, spirit brands are embracing more direct ways of engaging consumers. One way brands are increasingly speaking to younger generations is through multisensory experiences, which allow for innovation in a variety of product-specific ways. Bombay Sapphire, Johnnie Walker and Grey Goose are a few examples of marketers that have recently opted for this approach.
