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Absolut Vodka unveils ‘Born to Mix’ campaign

The campaign spotlights the connection between dance and cocktails

Absolut Vodka has launched a new phase of its global creative and cultural campaign ‘Born to Mix’.

The new iteration spotlights the connection between dance and cocktails, celebrating how both creative forms can bring people together and spark meaningful social connections.

The campaign film, directed by Henry Scholfield, features a diverse group of dancers, including choreographer Shay Latukolan, “whose choreographed moves bring Absolut’s most iconic vodka cocktail serves to life through an energetic dance battle,” soundtracked to a cover version of En Vogue’s ‘Free Your Mind’, from rapper, DJ and record producer Channel Tres. The campaign will debut in the UK, followed by 20+ international markets, accompanied by ‘How To Mix’ assets.

Liam Murphy, marketing director for Pernod Ricard UK, comments: “In the UK, Absolut is seeing strong off-trade growth in the last 12 weeks, +2.7% in value and +4.5% in volume, and we are ensuring this momentum continues by injecting a six-figure investment into this campaign. Creativity is at the very heart of everything we do with Absolut, from our partnership with the Sugababes throughout their 2025 tour to our recent second burst of activity with the iconic Heinz. The new Born to Mix campaign will roll out from the 5th June for six weeks across Social, BVOD and online video.”

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