Absolut Vodka and Sprite have partnered to transform billboards into giant picnic blankets to help Londoners indulge in the ultimate unplanned hangout at Clapham Common.
Coinciding with the launch of a new ready-to-drink cocktail pairing the iconic beverages together, the experiential activation celebrates life’s great unplanned moments.
Created by WPP Open X, led by Grey and supported by BCW, GOAT and VML, ‘Hangout-of-home’ forms part of the drinks brands’ combined ‘Planned for the Unplanned’ brand platform.
“In a society anxious about living according to plan, Absolut Vodka & SPRITE is inviting people to enjoy the unplanned moments in life,” Coca-Cola Company ARTD lead category lead Europe, Mariana Branco said.
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“We are excited to bring the ‘Planned for the Unplanned’ platform to our adult consumers in London with this unique, interactive activation, and hope our consumers around Europe feel inspired to leave room for the unknown and instigate their own spontaneous hangouts with friends throughout the summer and beyond.”
Following on from the Clapham Common activation, the wider integrated campaign will be rolled out across a variety of European markets including the UK, Spain, Germany, and the Netherlands.
Absolut Vodka VP of global marketing, Debasree Dasgupta added: “We’re delighted to see the next iteration of the Absolut Vodka & Sprite journey, with the launch of this campaign platform.
“Absolut Vodka has always been the key player for the perfect mix in any social occasion, so inviting consumers to try Absolute Vodka & Sprite while enjoying their spontaneous unplanned hangouts with friends couldn’t be truer to our brand.”
