Absolut launches Edinburgh campaign after guerrilla activity

Absolut, the premium vodka brand, is behind a guerrilla marketing campaign that has flooded Edinburgh with raspberries and images of raspberries this week.

The Maxxium-owned brand will be revealed to be behind the unbranded campaign in advertising to run over the weekend.

The TBWA/London-created activity is designed to sell Absolut Raspberri as a long drink to enjoy with lemonade. It will unveil outdoor creative urging consumers to “Unleash the Raspberri” and has booked sites across the city, which is where Maxxium is based.

Absolut is also running a mobile sampling unit and will be handing out “privilege” cards, giving consumers admission to exclusive events, bar entry and priority taxi access to support the campaign reveal.

Unbranded activity has included giant raspberries brawling in the streets, boarding buses and drinking in Edinburgh bars.

Hundreds of giant raspberries were then scattered across city parks and witness appeal boards asking members of the public for their help.

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