9:00 AM
B.B. King Blues Club

ABSOLUT VODKA TRANSFORMS TO RE-ENGAGE WITH MILLENNIALS

Discover the story behind the collaboration that has driven the evolution of a global icon.

Transforming an established, highly recognized brand is incredibly challenging and intimidating, but it's also necessary to remain relevant and resonant. Over the past few months, ABSOLUT has embarked on a journey to reconnect with Millennials. This is the story of how ABSOLUT & Sid Lee tackled the challenge of reinterpreting an icon, and challenging the status quo in the process.

The result is a brand new creative platform launching this month that promotes doing stuff over just saying stuff.

Over the course of this talk, you'll hear how marketers and their agencies can approach the process of evolving and modernizing established brands and business models and manage the risks that you'll encounter along the way. Less
Moderator: Andrew McMains Senior Editor, ADWEEK
Eric Alper VP & Partner, SID LEE
Afdhel Aziz Brand Director, ABSOLUT VODKA, USA
in partnership with