Absolut x Tabasco

Absolut & Tabasco released their groundbreaking collaboration earlier this year; I created an expansion to their campaign that I believe would have helped it reach a larger audience.

I wanted to rethink the experience of the collab, when I think Tabasco it doesn't scream hot, it screams spicy and flavourful.

With a declining drinking population in Gen Z; I realized we needed to introduce an idea that capitalizes on their ‘Openness to Experience’ with a focus on enhancing your drinking experience.

Client

Pernod Ricard

Type of Work

Case Study

Year

2026

Purpose

Rethinking Absolut's Partnership Positioning

Both players and sponsors benefit. Players get a more immersive experience with an increased chance to earn VC, sponsors gain dynamic interaction opportunities.

Player Incentive

Experiential Gameplay

Sponsorships are a direct incentive to engage with the MyCAREER mode with increased opportunities for VC earning potential and the ability to compile brand deals that can become passive income.

Brand affiliation becomes meaningful throughout the game because what you wear is tied to your endorsement track.

Play styles also affect your earning potential, a player who practises a lot might get more interest from a company who defines themselves with hard work. Players get more immersed experiences here than with any other sports game.

Increased Earning

Improved Immersion