Following its official debut in Brazil, Absolut TABASCO is launching a locally driven campaign designed to turn the new product into a full-scale urban experience.
The collaboration brings together Pernod Ricard’s Swedish vodka brand Absolut and the American hot sauce icon TABASCO in a spirits launch built around heat, intensity and sensory spectacle.
Led by dentsu, the Brazilian campaign spans experiential, digital and outdoor media across São Paulo and Salvador, translating the global platform into a locally relevant consumer journey.
From July 23 through July 26, the entrance of Shopping Cidade São Paulo on Paulista Avenue will be transformed into the interior of an Absolut TABASCO bottle.
The free experience, open to adults 18 and over, uses volcanoes as a visual metaphor for the fiery combination of the two brands.
After completing a brief registration, visitors will enter the installation and move through the space to trigger a virtual lava flow. The 90-second experience surrounds participants with volcanic imagery intended to place them at the center of the product’s heat-driven world.
Following the activation, guests will receive an exclusive photo and a branded gift kit containing a 50ml miniature bottle and temporary chili pepper tattoos.
“Absolut TABASCO reflects our constant pursuit of innovation, both in product development and in the way we connect consumers with our brands,” said Richard Le Moult, LATAM chief marketing officer at Pernod Ricard. “This activation is an invitation to experience this launch in the spirits market through a truly memorable experience.”
Taking the heat to the streets
The campaign was developed to build awareness among adult consumers while encouraging responsible product trial.
Beyond the Shopping Cidade São Paulo installation, a network of street clocks will extend the brand’s presence along Paulista Avenue.
The connection tunnel between the Paulista and Consolação metro stations will feature a double-panel installation, along with additional OOH executions. One lenticular display reveals different elements of the campaign as commuters move through the space.
The launch also includes a large-format 3D billboard featuring an approximately four-meter-tall Absolut TABASCO bottle. Custom lighting and smoke effects will enhance the installation after dark.
“The strategy was designed to translate a global campaign into the Brazilian context, connecting outdoor media, experiences and digital environments through an integrated consumer journey,” said Viviana Maurman, executive vice president of dentsu Brazil.
“Our goal was to create multiple touchpoints capable of increasing brand visibility and generating relevance for the launch across different moments of consumers’ daily routines.”
CREDITS:
CLIENT: Pernod Ricard
- CMO, LATAM: Richard Le Moult
- Head of Marketing, White Spirits: Renata Valente
- Head of Marketing Acceleration, LATAM: Rodrigo De Marchi
- PR, Influencer & Marketing Activation Manager: Miguel Marsicano
- Media Manager, LATAM: Mariana Pinto
- CRM & Digital Marketing Junior Manager: Beatriz Buccolo
- Creative Content Senior Manager: Diego Dumont
- Senior Brand Manager: Luiza Minatelli
- PR & Influencer Marketing Supervisor: Raissa Dias
- Marketing Activation & Brand Experience Supervisor: Mariana Rus
- Creative Services Supervisor: Fabio Diez
- CRM & Digital Marketing Specialist: Luis Rossoni
- Media Supervisor: Steffanie Nuvens
- Brand Ambassador: Caroline Nunes
- Media Analyst: Sarah Lopes
- Media Specialist: Gabriel Brandão
- Digital Marketing Junior Analyst: Juliana Hernandez
- PR, Influencer & Marketing Activation Intern: Mayara Vasconcelos
- Brand Intern: Karen Barretos
AGENCY: Dentsu
- Strategy: Marília Gallindo, Luiza Reis, Talita Fernandes, Paula Maciel
- Data Insights: Silvia Visani, Bruno Honório, Igor Silva, João Galera, Larissa Higa
- Media: Viviana Maurman, Romana Oliveira, Edla Miranda, Caio Miranda, Maria Julia Mattos, Gustavo Torres, Letícia Ferreira, Jhony Katakura, Alexia Amorim
- Business: Bruno Panico, Marcella Sousa, Gabriela Nogueira, Bruna Ribeiro, Gabriela Andrade
- Creative Team: Ricardo Diniz, Felipe Massis, Eduardo Ataide, Mário Lins, Cicero de Souza
- Creative Team: Marcelo Rizério, Bianca Fratus, Ygor Silva, Pedro Ramos
- Data Insights: Tiago Santos, Paulo Os Vilarinho, Gabriela Centurio
- Business: Andressa Fukunaga, Marina Porto, Isabella Asbeck, Gustavo Santana
- Influencer and PR: Juliana Menk, Mariana Pastorello
- Strategy: Caio Del Manto, Julia Lupinacci, Sophie Soares, Luiza Spindola
- Production: Cris Almeida, Fabiana Almeida
Voe
- CO: Fernando Ligório
- CCO: Danilo Vizagre
- Business: Clara Moura
- Business Director: Giovanna Lourenço
- Creative Team: Tassiana Ghorayeb, Rafael Lemos, Ananda Bahia, Débora Finamor
- Strategy: Juliana Simões
- Production: Carlos Machado, Cibele Samaritano, Larissa Gomes, Nina Scaldelai, Renato Cavalcante
Collorindo Produções e Projetos RJ
- CEO: Paula Pedretti
- Operating Director: Dionatan Bonfim de Oliveira
- Creative Layout: Dentsu
- Project Manager: Marlon Aymes
- Business Director: Bruna Pimenta
- Producer: Francisco Laércio de Oliveira
- 3D: Francisco de Assis
- Architect: Álvaro César Fernandes
Dionisio.AG
- Creative Team: Dimitria Fazla, Gaia Ferrara, Mel Moraes
- Production: Monna Ricotta, Andre Liberio, Paula Stuc, Davi Ferrini, Rafael Araújo
- Client Services: Ana Carolina Paz, Jean Paschalis
- Business: Guto Okamoto, Giovana Franco, Victor Barros
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Extending the experience online
The campaign’s digital component includes social media content, creator collaborations and a dedicated landing page featuring cocktail recipes made with Absolut TABASCO.
Launched globally in more than 50 markets, the product combines Absolut vodka with a natural essence developed from the fermented red peppers used to make TABASCO sauce.
The expression contains no added sugar and is packaged in a bottle design that merges recognizable visual elements from both brands.
By combining immersive experiences, street-level media and digital content, dentsu is positioning Absolut TABASCO as more than a product introduction.
It is a launch designed to be seen, entered and felt.
