Absolut Elyx’s new campaign — #Heres to — focuses on the toast. For centuries “Skål” has been exclaimed in Swedish gatherings from midsummer nights to smorgasbords.
The brand is inviting its fans to take a picture of their glass and captioning #HeresTo _______ #Skal, and filling in blank to express their toast and take part in the movement, such as #HeresTo short speeches and lasting friendships… #Skal.
“We’re proud of our heritage. It’s that history and knowledge that allowed us to create one of the world’s best sipping spirits.” Said Jonas Tahlin, CEO of Absolut Elyx, “And today we are proud to launch Skål, a campaign inspired by our heritage, but this time we’re inviting our fans to actively take part during the act of toasting both in person and online.”
The first in the campaign is “HeresTo True Luxury Vodka…” which nods to Absolut Elyx’s DNA of being a true luxury crafted vodka. Launched through digital video and social channels on Tuesday 24th May, and later this year in print and out of home.