Pernod eyes super-premium market with Elyx

CAMPAIGN   ABSOLUT   TBWA

Regional - Pernod Ricard's push into the super premium vodka category is taking shape with a new-look Absolut range to launch across the region.

Targeting people aged 25 to 35 years old, Absolut Elyx marks the first redesign of the Absolute bottle since its creation in 1932.

From July to September the brand is holding launch events in Singapore with India, Philippines and China to also carry the range.

In Singapore Elyx will be exclusively available at bar 1128 located on Tanglin Road.

Speaking at the launch of Elyx earlier this year Pierre Pringuet, Pernod Ricard‟s chief executive officer, said innovation is now, more than ever before, at the heart of the Pernod Ricard model.

"First of all, because its decentralised organisation favours individual decision-making at the level closest to consumers and secondly, because innovation accelerates growth: it is one of the drivers of our premiumisation strategy."

Mark Hamilton, global marketing director at The Absolut Company, said when Pernod developed Absolut Elyx, "we looked back to find a vision for the future."

"This is evident in the Absolut Elyx bottle, which is a squared version of the original Absolut Vodka bottle silhouette."

Print ads in are running only on Prestige magazine for the August to October issue and no other forms of ads will be following the launch. Handling creative for the campaign is Jaab, while PR is handled by Alchemy Consultancy.

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