At the heart of the new “Born to Mix – World of Absolut Cocktails” campaign is a film crafted by a collective of global creatives including renowned choreographer Shay Latukolan, where dance battles and cocktails intertwine.
The film, directed by one of the world’s leading music video directors Henry Scholfield, features a diverse group of world-class dancers, whose infectiously choreographed moves bring Absolut’s most iconic vodka cocktail serves to life through an energetic dance battle. From the smooth sophistication of the Cosmopolitan to the fiery edge of a spicy Bloody Mary, each cocktail showcases joyful self-expression and liberating creativity. The dance battles are soundtracked to a bold cover version of En Vogue’s classic anthem, “Free Your Mind”, from breakout rapper, DJ and record producer Channel Tres. With its powerful lyrics and danceable beats, the reimagined track makes for an unexpected yet perfect mix.
“In the UK, Absolut is seeing strong Off-Trade growth in the last 12 weeks, +2.7 per cent in value and +4.5 per cent in volume, and we are ensuring this momentum continues by injecting a six-figure investment into this campaign,” said Liam Murphy, Marketing Director for Pernod Ricard UK. “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 5 June for six weeks across Social, BVOD and online video.”
The campaign cements Absolut’s position as a true catalyst for mixology – not just in drinks, but in culture. From introducing the first flavoured vodka, Absolut Peppar in 1986, to helping define game-changing cocktails such as the Cosmopolitan, Absolut has shaped more than what people drink, but how they come together.
The Born to Mix – World of Cocktails campaign will debut in the UK with a hero film and remix track accompanied by “How To Mix” assets. The campaign will be rolled out in the UK first, followed by 20+ markets like Germany, Brazil, China, France, Poland and GTR. To find out whether you’re in team Espresso Martini or Bloody Mary, head to your local bar for an Absolut cocktail or learn how to mix your own from home by checking out Born to Mix for recipe inspiration!
