ABSOLUT BOYCOTT
CORNUCOPIA
How three art directors and a Swedish author created and launched the viral image that fuelled the protests that led to Pernod Ricard ceasing the export of Absolut Vodka, and all their 200 other brands, to Russia.
Pernod Ricard, the world’s second-largest wine and spirit manufacturer and the producer of Absolut Vodka, announced in April 2023 that they would resume the export of Absolut vodka to Russia; An active measure that effectively supported Russia’s war against Ukraine and counteracted international sanctions.
Cornucopia, the leading Swedish blog on the war in Ukraine, written by the renowned author Lars Wilderäng, wanted to pressure Pernod Ricard to reverse their decision and send a message to other companies that supporting Russia’s war crimes is not acceptable.
In 1980, the advertising agency TBWA made an ad for Absolut Vodka featuring a bottle of its product with a halo above it and the words "ABSOLUT PERFECTION" below. The ad was an instant hit, and spawned one of the most iconic ad campaigns of the '80s and ‘90s with more than 1500 of the ads, all including the Absolut bottle in a variety of creative displays.
Our creative idea was to use this concept and turn it against the company itself. The ABSOLUT BOYCOTT image was born.
In order to quickly reach a wide audience our strategy was to harness Lars Wilderäng’s presence on Twitter, with 80,000 followers interested in the subject. As the image gained traction on social platforms we contacted news- and media outlets to further spread news of the initiative. This added further pressure on Pernod Ricard to reconsider its decision.
“Three Swedish artists launched a viral campaign, depicting a picture of a smoldering bomb crater in the shape of the Absolut bottle.”BBC News
Prominent restaurant group Swedish Brasseries vowed to stop selling Pernod Ricard products and used our image to spread the message. More restaurants followed suit, announced their boycott on social media with our image and took the products off their shelves. Within days the image had +700.000 impressions.The damage to the Absolut brand was being done at a high and loud speed, and eventually the stakes became too high for Pernod Ricard to not stop the export of Absolut Vodka to Russia.The Absolut Company CEO Stephanie Durroux stated: "The reaction over the recent days is clearly reflective of the role Absolut plays for its extended community in Sweden. We acknowledge the significance of these long-standing and trusting relationships with our Swedish partners, consumers, and the Swedish society at large,"
– Annual export of 3.000.000 liters of vodka to Russia was ceased.
– $20.000.000 of Russian yearly tax revenue was lost.
– A message was sent to companies around the world that doing business with Russia is not acceptable.
“The image went viral and helped drive a wave of antipathy toward the decision. In just a few days Pernod Ricard changed their minds. Amazing how this craftsmanship thing can work.”
Bob Hoffman, author
And on May 12th 2023 Pernod Ricard announced they will stop export of all their brands to Russia (approx $300M yearly) and cease its operations in Russia. An Absolut Win!
Want to read more?
> Pernod Ricard’s press release
For more information, contact:
Johan Gustafsson
+46 70-632 90 20
