Absolut Vodka & Sprite's HANGOUT-OF-HOME Inspires Unplanned Gatherings
Laura McQuarrie — May 17, 2024 — Lifestyle
References: fabnews.live
A few months ago, Absolut Vodka and Sprite debuted a ready-to-drink cocktail combining premium vodka with an iconic lemon-lime sparkling soft drink and the two trademark brands that united in one pre-mixed cocktail created HANGOUT-OF-HOME to support spontaneity this summer.
HANGOUT-OF-HOME invites adults to take giant picnic blankets off billboards and take them to Clapham Common to crack open a can of Absolut Vodka & Sprite with friends. In line with the new ‘Planned for the Unplanned platform, this activity targets young adult drinkers who feel pressure to make meticulous plans and unwavering commitments.
While adults are becoming increasingly aware of the need for third spaces, many opt to drink at home for convenience and comfort. HANGOUT-OF-HOME fosters gatherings, encourages togetherness and cultivates spontaneity to address societal voids.
HANGOUT-OF-HOME invites adults to take giant picnic blankets off billboards and take them to Clapham Common to crack open a can of Absolut Vodka & Sprite with friends. In line with the new ‘Planned for the Unplanned platform, this activity targets young adult drinkers who feel pressure to make meticulous plans and unwavering commitments.
While adults are becoming increasingly aware of the need for third spaces, many opt to drink at home for convenience and comfort. HANGOUT-OF-HOME fosters gatherings, encourages togetherness and cultivates spontaneity to address societal voids.
Trend Themes
1. Ready-to-drink Cocktails - The collaboration between Absolut Vodka and Sprite brings a packaged spontaneity to social drinking, appealing to consumers seeking convenience and immediacy.
2. Unplanned Social Gatherings - HANGOUT-OF-HOME promotes the concept of impromptu picnics, changing how young adults approach social outings by reducing the need for meticulous planning.
3. Third Spaces - The campaign highlights the increasing significance of creating casual, comfortable social environments that serve as alternatives to home or work.
Industry Implications
1. Beverages - The ready-to-drink market sees innovation in pre-mixed cocktails that combine popular brands, catering to the desires for convenience and quality.
2. Marketing - Campaigns like HANGOUT-OF-HOME show the potential for unique advertising strategies that integrate product use with social experiences.
3. Outdoor Recreation - The emphasis on spontaneous, outdoor social activities creates opportunities to develop products and services that enhance casual picnic experiences.
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