Absolut Hot

Following its official launch in Brazil, Absolut® TABASCO™, the unprecedented collaboration between Absolut®, the Swedish vodka brand from the Pernod Ricard portfolio, and the iconic American hot sauce brand TABASCO®, is launching its communication campaign in the country with a local media strategy led by dentsu, transforming the product debut into an urban experience across the cities of São Paulo and Salvador.

From July 23 to 26, the entrance of Shopping Cidade São Paulo, located on Paulista Avenue, will transport visitors inside an Absolut® TABASCO™ bottle through a sensory and immersive experience that uses the power of volcanoes as a metaphor for the intensity of the combination between Absolut® and TABASCO®. Admission is free and restricted to individuals aged 18 and over.

Upon arriving at the activation, consumers will complete a quick registration process before entering the bottle, where they will need to move around to unlock a virtual lava flow that takes over the space for 90 seconds, transporting visitors into the heart of volcanoes. After the experience, participants will receive an exclusive photo and a gift kit featuring a 50ml miniature bottle and temporary chili pepper tattoos.
“Absolut® TABASCO™ reflects our constant pursuit of innovation, both in product development and in the way we connect consumers with our brands. This activation is an invitation to experience this launch in the spirits market through a truly memorable experience,” says Richard Le Moult, LATAM CMO at Pernod Ricard.

The campaign was designed to increase awareness of the new product among adult consumers and encourage responsible product trial. In addition to the activation at Shopping Cidade São Paulo, a network of street clocks extends the brand’s presence along Paulista Avenue, while the connection tunnel between Paulista and Consolação metro stations features a double-panel installation and OOH media formats, including a lenticular installation that reveals campaign elements as passengers move through the space.

The brand will install a special 3D OOH billboard featuring an approximately four-meter-high bottle, enhanced with custom lighting and smoke effects at night.

“The strategy was designed to translate a global campaign into the Brazilian context, connecting outdoor media, experiences, and digital environments through an integrated consumer journey. Our goal was to create multiple touchpoints capable of increasing brand visibility and generating relevance for the launch across different moments of consumers’ daily routines,” says Viviana Maurman, Executive Vice President of dentsu Brazil.

In addition to the in-person activations, the campaign also includes a digital strategy comprising social media content, collaborations with content creators, and a dedicated landing page featuring cocktail recipes made with Absolut® TABASCO™.

Launched globally in more than 50 markets, Absolut® TABASCO™ combines premium Absolut vodka with a natural essence developed from fermented red peppers used in the production of TABASCO® sauce, with no added sugar. The collaboration merges visual elements from both brands in an exclusive bottle design and delivers a sensory experience inspired by the intensity of chili peppers.