ABSOLUT | Seek Absolution
Build brand love for Absolut by positioning it as the cure for Gen Z’s latest woe - hangxiety.
HANGXIETY (n.):
The intense anxiety that accompanies a hangover after a night that you don’t fully remember (or would rather forget).
A phenomenon with over 180 million Tiktok mentions, and no cure.
PRINT | In order to be absolved from Hangxiety, you need to share with others.
SOCIAL | Derry Girls’ Siobhan McSweeney , who plays Sister Michael, takes over TikTok on Sunday mornings.
Sister Michael is a no-nonsense nun with a slew of one-liners at her disposal. On Sundays, she’s trading church service for hangxiety Absolution by offering her reactions and advice via the Absolut TikTok to those who are regretting their Saturday nights.
ACTIVATION - POP UP
A confessional booth with bottle-shaped entrances is placed in New York City’s Dimes Square. Brunch commuters are invited to get their Hangxiety off their chest, and receive penance in the form of a cocktail. They will be assigned a drink based on their confession to redeem at The Altar - an Absolut pop-up bar next door.
ACTIVATION - DIGITAL | Not in NYC? Seek Absolution online.
A new page on the Absolut website implores visitors to anonymously share their hangxious woes, while the anonymous confessions of their comrades scroll by in the background. Upon sharing, they will be assigned an Absolution of their own, and links to a cocktail recipe on the Absolut site if deemed necessary.
