Juice Worth the Squeeze
The Complexity
A generation that valued authenticity had stopped paying attention to spirits brands.
Most launches were indistinguishable from one another, leaning on the same aesthetic, influencer playbook, and hollow gestures toward a younger audience that had already tuned out. Standing out meant finding a truth and expressing it in a way that people believed.
The Idea
Absolut Juice was made with real fruit juice in a category where most everything else was artificial. If the juice isn’t real, it isn’t worth it. Nobody embodied that better than Lizzo. Her confidence and authenticity were the living proof of what the product stood for. We built the concept around a monochromatic visual world that gave the campaign an immediately recognizable and bold identity as confident as the partnership itself.
The Outcome
The campaign generated 199 million impressions and 54 million video completions, making Absolut the most talked about vodka brand of the summer.
- Brand Strategy
- Creative Direction
- Art Direction
- Graphic Design
The product and the campaign kept it real. The juice was worth the squeeze.
- Patrick O’Neill
- Ryan DiDonato