The Needs

Millennials’ social awareness is ingrained in their lives due to their upbringing with the internet and social media. Through our social media campaign, #MixItUp, we are able to effectively reach and engage with them.

Absolut will be the main product of mixed drinks at home, providing fulfilling experiences. The brand will provide home drink recipes on Instagram, serving as a trigger to encourage audience interaction. This campaign will also allow us to gather data on which flavors resonate with millennials and establish a stronger relationship between Absolut and our target audience.