Partner Article

Absolut appoints Cheil UK for global retail brief

Absolut, Pernod Ricard’s leading brand of premium vodka, has handed Cheil UK a global off-trade retail design brief to focus on ensuring a globally consistent brand identity in-store. The agency secured the work following a competitive pitch against agencies, Prophet and Attention Group.

Cheil UK will lead the relationship from London and their task will be to create a range of off-trade assets aimed at maximising brand presence in retail environments globally. Further details of the work are currently under wraps, but the first tranche of activity is due to kick off late-Spring 2015.

Johan Holm, global marketing manager off-trade at Absolut, said: “Besides showcasing a clear understanding of the brand, our challenges and a very adoptable concept, we believe Cheil is the perfect fit for us in marrying retail with digital and will bring the unexpected into the spirits section in stores across the world.”

Simon Hathaway, Global Head of RX [retail experience] at Cheil, added: “Absolut Vodka is one of the world’s best-selling spirits, so to have an active part in sustaining that global dominance will be a great opportunity for the agency.

“With Absolut we have chance to try something new in the spirits category. Our challenge is to harness Absolut’s brand identity and ensure its products grab the attention of shoppers at the most critical stage of the purchase – at shelf. There is great value in the Absolut brand and we plan to capitalise on this asset.”

This was posted in Bdaily's Members' News section by Alex Sampson .