THE BRIEF

Consumer & Category Barriers:

The Bloody Mary has a limited/ specific time and place

Currently bloody war with multiple vodkas pushing bloody marys

The Bloody Mary is the most versatile, personalized, experimented-on cocktail in the world. And every bartender or host believes they make the best tasting, unique, creative, delicious Bloody Mary. So we fanned the flames with a little hot sauce

The challenge went out: Show us your best Bloody! They found a little inspiration in store, online, ooh, and through social media. Then they could garnish votes for their submission.

National Program:
(Egg them on)

ABSOLUT BLOODY PROGRAM

A National ABSOLUT BLOODY Competition to find the Best Bloody in each state culminating to a finale to determine the best in America. It provided on & off trade with innovative and interactive programming along with flexibility to do their own thing.

ABSOLUT BLOODY PROGRAM

The program is implemented through: 1. Thrillist National media partner 2. Digital platform/Facebook voting site 3. Experiential events and trade nights

Consumers are driven to ABSOLUTs Facebook where they VOTE for their favorite Bloody per state

Online highlights the most liked recipes

(Supply the Inspiration)

Off-Premise:

DISPLAYS

12

SUPPORT

(Create the Challenge)

On-Premise:

AWARENESS

BAR TOOLS

MANAGED BAR NIGHTS

(The Competitive Hub)

Digital:

POS QR

MOBILE

MICROSITE

FACEBOOK

The Competition:
(Let the games begin)

FACEBOOK

Phase I State Competitions: Each state enters up to five Bloody recipes online The results are determined by the total number of votes each recipe receives The Bloody recipe that receives the highest number of votes in each state is named that states ABSOLUT BEST BLOODY

JUDGING

Phase II National Competition ABSOLUT sponsors the final round of competition for the ABSOLUT BEST BLOODY in the Country An independent panel of experts reproduce all 50 recipes and select the top eight based on taste, style and creativity. Those 8 finalists will then have the opportunity to compete for the top spot The Grand Prize Winner receives a trophy and flyaway trip for two with the winning recipe featured on THRILLIST/Social Media

RESULTS
The top 25 participating accounts trended +30% vs. LY Expanded and amplified reach through social media and brand advocates Capitalized on national bartender competition to maximize share of influencers Leveraged beyond campaigns calendar life-cycle by creating localized POS, OOH, and advertising to support state winners