2010 FUTURE LIONS — WINNER
Olle Isaksson, Tobias Fant, Johan Gerdin, Jonas Åhlén — Berghs School of Communication
"Absolut Vodka are loosing customers to so called "super premium brands". It has become a trend to drink vodka "Mad Men style". Not blended into drinks but drunken pure. For Absolut this is a problem. Absolut is the vodka for blending drinks and cocktails.
Drinking Mad Men style is a fad. People prefer a well blended drink to any glass of pure vodka. We have to engage people in making more exiting drinks than just vodka redbull etc. at home.
More people making more advanced drinks at home = possibility for new products e.g. special ingrediants (syrups, exctrats etc.)"