Vodka is vodka is vodka.
After years of neglect, even the most iconic vodka brand had lost its luster. We sought to revive Absolut’s deep-rooted history of defending those on the fringes, while contemporizing the brand to address today’s tensions.
Born To Mix was born as our belief, which cuts across our purpose of being the basis for the best cocktails on the planet and our aspiration that the world become a more diverse and accepting place.
The work quickly scaled globally, resonating across markets and adapted for the Americas, Europe and Asia. As of 2025, it is still the underpinning of the global Absolut brand.
Published in Lürzer’s Archive
Best of Ogilvy, 2022