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Consumer & Category Barriers:

Currently bloody war with multiple vodkaspushing bloody marys

The Bloody Mary has a limited/specific time and place

THE BRIEF

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The Bloody Mary is the most versatile, personalized, experimented-oncocktail in the world.

And every bartender or host believes they make the best tasting, unique,creative, delicious Bloody Mary.

So we fanned the flames with a little hot sauce

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The challenge went out:

Show us your best Bloody!

They found a little inspiration in store, online, ooh, andthrough social media.

Then they could garnish votes for their submission.

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National Program:(Egg them on)

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ABSOLUT BLOODY PROGRAM

A National ABSOLUT BLOODY Competition tofind the Best Bloody in each state culminatingto a finale to determine the best in America.

It provided on & off trade with innovative andinteractive programming along with flexibilityto do their own thing.

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The program is implemented through:

1.Thrillist National media partner2.Digital platform/Facebook voting site3.Experiential events and trade nights

Consumers are driven to ABSOLUTsFacebook where they VOTE for their favoriteBloody per state

Online highlights the most liked recipes

ABSOLUT BLOODY PROGRAM

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Off-Premise:(Supply the Inspiration)

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12

DISPLAYS

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SUPPORT

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On-Premise:(Create the Challenge)

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AWARENESS

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BAR TOOLS

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MANAGED BAR NIGHTS

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Digital:(The Competitive Hub)

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MOBILE MICROSITE FACEBOOKPOS QR

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The Competition:(Let the games begin)

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Phase I State Competitions:Each state enters up to five Bloody recipes online

The results are determined by the total number ofvotes each recipe receives

The Bloody recipe that receives the highest

number of votes in each state is named that statesABSOLUT BEST BLOODY

FACEBOOK

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Phase II National CompetitionABSOLUT sponsors the final round of competitionfor the ABSOLUT BEST BLOODY in the Country

An independent panel of experts reproduce all 50recipes and select the top eight based on taste,style and creativity.

Those 8 finalists will then have the opportunity tocompete for the top spot

The Grand Prize Winner receives a trophy andflyaway trip for two with the winning recipefeatured on THRILLIST/Social Media

JUDGING

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The top 25 participating accounts trended+30% vs. LY

Expanded and amplified reach throughsocial media and brand advocates

Capitalized on national bartender

competition to maximize share ofinfluencers

Leveraged beyond campaigns calendarlife-cycle by creating localized POS,OOH, and advertising to support statewinners

RESULTS