The last 30 years of Absolut were built on iconic advertising. What will the next 30 years be built on?
Our journey began by trying to understand the impact of technology on the nightlife experience. The next logical step was to explore how Absolut could use this knowledge to better connect with its consumers. And that's how Absolut Labs was born. The rest as we say, is the future.
Our vision for Absolut Labs was twofold: 1) To be a think tank and produce original research like the State of Nightlife report. 2) To act as an internal startup within Absolut—a lean, mean, incubating machine that would allow the brand to prototype and test new ideas like the Absolut Reality project.