Over 25 years Absolut has produced more than 1,500 print executions of its "bottle" campaign.
This is the longest running print ad marketing campaign in history that ended in 2007.
As original campaign was all about Absolut joy, celebration and fun so we decide to reinvent it in order to reveal the other side of having a drink or two – mental health problems and inability to talk about it.

We will encourage people to talk about their problems, we will listen to them and help them to be more responsible for themselves and others.
At the start of the campaign, popular artists and creators all over the world will participate and help us.

They will talk about their problems and set an example for others. Thanks to social media tools, each participant will have an opportunity to open up about their problems in a unique visual format.
We will create a blank of Legendary print template and launch an Instagram Stories campaign with a unique hashtag #AbsoluteUnbottle.
Absolut replies in the user's DM:

Thank you for sharing your feelings publicly. The very first step is the hardest! We believe you will continue to UNBOTTLE YOUR FEELINGS & drink responsibly.
Break up with
a boyfriend
Coronavirus
anxiety
Absolut replies in the user's DM:

Thank you for sharing your feelings publicly. The very first step is the hardest! We believe you will continue to UNBOTTLE YOUR FEELINGS & drink responsibly.
Stress at
work
Absolut replies in the user's DM:

Thank you for sharing your feelings publicly. The very first step is the hardest! We believe you will continue to UNBOTTLE YOUR FEELINGS & drink responsibly.
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