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.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here