media update’s Adam Wakefield spoke to Iris LeBerg, global marketing manager at the ABSOLUT Company, about the impact the One Source campaign has had on the brand and the upcoming ABSOLUT One Source Live.

The ABSOLUT One Source campaign’s creative excellence has been recognised through receiving numerous awards. What has been the campaign’s commercial benefit for ABSOLUT?

Yes, we certainly experienced above-category sales growth, which made it possible for us to re-establish Absolut as the leading premium vodka in volume and sales. We can proudly say that ABSOLUT managed to become the number one selling premium vodka in South Africa. 

Why do you think the campaign resonated with your market?

We felt that Africa had been left out of the global popular culture for a long time until ABSOLUT brought the continent into the worldwide conversation with an idea that all Africans could resonate with: An idea that turned ABSOLUT from a simple product into a war cry for African identity and creativity.

Our integrated Pan-African campaign celebrated everything in Africa that is ABSOLUT, and people responded to it. While staying true to our Swedish brand heritage of one source production, we extended it even beyond that to show that we all, as Africans, come from one source too. We partnered with hip hop star Khuli Chana, and the ONE SOURCE concept album was created celebrating Africa as the one source of all creation.

With 10 different African artists co-creating, and live performances at the MTV Africa Music Awards, the work was celebrated on the continent and across the world. The brand is investing in African creativity with the aim to change how the continent is seen by the rest of the world.

What lessons do you think other brands can take from the success of the ABSOLUT One Source campaign?

In the time of globalization, and for internationally operating brands, the key to success is to find the tweak of your brand heritage that makes it culturally relevant to your local market.

Often global brands underestimate the national influence of markets, and they just copy-paste global campaigns to any market whether it is the US, China, Germany or South Africa. But, it’s the consumer that decides about the success of any campaign or any product, and if we lose sight of what’s important to them and just focus on your brand, you will not win their hearts.

When dealing with the South African market, what should marketers be aware of, especially operating in the alcoholic beverage market?

As we have discussed, the key to success is to be aware of the cultural background of the South African market. In our case for example, coming from a small village in southern Sweden, the thinking and cultural codes are very different from your consumer hailing for example, from Limpopo. This is something to be mindful of. Do not make assumptions. There is no one size that fits all.

ABSOLUT One Source Live is taking place on March 24 this year. Is this live event the culmination of everything the campaign represents, and what branding opportunities does a live present give a brand like ABSOLUT?

It’s a physical manifestation of taking African creativity to the world, and it culminates in a celebration of what the campaign has been supporting for the past three years. We don’t see this as a brand opportunity, but rather as a brand experience and what we stand for: Creativity and driving positive change.

For more information, visit www.absolut.com.

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