In 2018, Absolut Vodka launched their newest variant, Absolut Extrakt.  We recruited Ambassadors across Gauteng, Kwazulu Natal and the Western Cape, who embarked on a National Sampling Campaign distributing Absolut Extrakt to consumers at nightclubs, cocktail lounges, taverns and restaurants.  The response to the product was phenomenal with our team sampling over 50 000 shots over 3 months.  


As part of the launch campaign, we participated as a sponsor at the iconic Ultra South Africa at both the Johannesburg and Cape Town shows.  Our team created a custom made Absolut Extrakt bar and activation area that consisted of a circular bar designed to serve ice cold shots to consumers.  Ambassadors took to the crowds to distribute samples encouraging sales and communicating brand messaging and tasting notes.  The activation areas enjoyed high traffic throughout both events with incredible feedback received from consumers.