Absolut has refreshed its Absolut Nights marketing campaign, including a mobile party-networking app in Los Angeles. New TV spots play a role, as do a “much more personal” way of connecting with consumers.
Nicholas Guastaferro, Absolut director of marketing in the U.S., talks about the campaign in this Q&A with Brandchannel. Sales are ticking up and Guastaferro credits the Absolut Nights campaign with the success and plans to keep the momentum going. He shares how the campaign is evolving, the focus on flavors versus Absolut original and how a local distillery in Sweden plays an important role.