Absolut
A multi-year cultural platform embedding Absolut into queer nightlife, artistry, and community year-round
Client
Absolut Vodka
Type
Experiential Marketing, Custom Event Production, Talent & Influencer Management, Content Creation, Retail Activations, Community Partnerships
Year
2023-2025
Intro
Conceived as a long-term cultural platform and not a seasonal Pride campaign, our partnerships were designed to authentically integrate Absolut into 2SLGBTQ+ nightlife, artistry, and community spaces across Canada. By investing in talent, venues, festivals, and retail environments year-round, the platform positioned Absolut as a genuine ally and cultural contributor, balancing meaningful community impact with measurable brand and commercial results
Intro
Conceived as a long-term cultural platform and not a seasonal Pride campaign, our partnerships were designed to authentically integrate Absolut into 2SLGBTQ+ nightlife, artistry, and community spaces across Canada. By investing in talent, venues, festivals, and retail environments year-round, the platform positioned Absolut as a genuine ally and cultural contributor, balancing meaningful community impact with measurable brand and commercial results
Intro
Conceived as a long-term cultural platform and not a seasonal Pride campaign, our partnerships were designed to authentically integrate Absolut into 2SLGBTQ+ nightlife, artistry, and community spaces across Canada. By investing in talent, venues, festivals, and retail environments year-round, the platform positioned Absolut as a genuine ally and cultural contributor, balancing meaningful community impact with measurable brand and commercial results
Highlights
Absolut Empire’s Ball
Produced and elevated Absolut Empire’s Ball into a nationally recognized, top-tier drag and performance competition. Across three rounds of competition and four live events, the platform brought together competitors from Toronto & the GTA, Montreal, Ottawa, Hamilton, and London, Ontario.
Our work included full custom event production, talent management, host and judge curation, influencer integration, and social content strategy. The competition supported 40 competitors, 2 hosts, 3 full-time judges, and 4 guest judges, while significantly raising production value and prestige.
Founded by Scarlett BoBo, the platform has helped propel multiple artists into national visibility, with alumni going on to compete on Canada’s Drag Race, including Season 6 winner Van Goth, Season 5 finalist Helena Poison, and Season 4 finalist Aurora Matrix. The competition has become a proven launchpad for emerging queer talent.
Pride Festival Sponsorships & Activations
Led custom Pride sponsorships and activations for major festivals including Greenspace Toronto and Fierté Montréal. Each city received a bespoke, branded bar experience designed to solve a real festival gap: access to elevated cocktails at scale.
The activations showcased Absolut’s core portfolio while also supporting Absolut Ready-to-Drink products, contributing to a measurable lift in RTD sales during the summer season. Rather than static sponsorship, each execution functioned as a functional, high-visibility brand asset within the festival environment.
LCBO Custom Retail Experience
Creative direction and execution of custom in-store retail experiences across select LCBO locations in the Greater Toronto Area, with extended Pride-season artwork distribution across approximately a dozen stores throughout Ontario.
The program included a bespoke shelf design highlighting Absolut’s ongoing community support, paired with an artist collaboration featuring a Toronto-based artist with an international following. Limited, one-of-a-kind prints were offered as gifts-with-purchase, bridging retail, art, and advocacy while reinforcing Absolut’s long-term commitment to the community.
Community Sponsorship & Year-Round PresenceExtended Absolut’s cultural footprint beyond Pride by aligning the brand with 2SLGBTQ+ events and institutions throughout the year. Partnerships included a national drag brunch program, support of the Annual World AIDS Day Ball and the ballroom community, and ongoing involvement across nightlife and community-led initiatives—ensuring sustained visibility, trust, and relevance across multiple segments of queer culture.
Highlights
Absolut Empire’s Ball
Produced and elevated Absolut Empire’s Ball into a nationally recognized, top-tier drag and performance competition. Across three rounds of competition and four live events, the platform brought together competitors from Toronto & the GTA, Montreal, Ottawa, Hamilton, and London, Ontario.
Our work included full custom event production, talent management, host and judge curation, influencer integration, and social content strategy. The competition supported 40 competitors, 2 hosts, 3 full-time judges, and 4 guest judges, while significantly raising production value and prestige.
Founded by Scarlett BoBo, the platform has helped propel multiple artists into national visibility, with alumni going on to compete on Canada’s Drag Race, including Season 6 winner Van Goth, Season 5 finalist Helena Poison, and Season 4 finalist Aurora Matrix. The competition has become a proven launchpad for emerging queer talent.
Pride Festival Sponsorships & Activations
Led custom Pride sponsorships and activations for major festivals including Greenspace Toronto and Fierté Montréal. Each city received a bespoke, branded bar experience designed to solve a real festival gap: access to elevated cocktails at scale.
The activations showcased Absolut’s core portfolio while also supporting Absolut Ready-to-Drink products, contributing to a measurable lift in RTD sales during the summer season. Rather than static sponsorship, each execution functioned as a functional, high-visibility brand asset within the festival environment.
LCBO Custom Retail Experience
Creative direction and execution of custom in-store retail experiences across select LCBO locations in the Greater Toronto Area, with extended Pride-season artwork distribution across approximately a dozen stores throughout Ontario.
The program included a bespoke shelf design highlighting Absolut’s ongoing community support, paired with an artist collaboration featuring a Toronto-based artist with an international following. Limited, one-of-a-kind prints were offered as gifts-with-purchase, bridging retail, art, and advocacy while reinforcing Absolut’s long-term commitment to the community.
Community Sponsorship & Year-Round PresenceExtended Absolut’s cultural footprint beyond Pride by aligning the brand with 2SLGBTQ+ events and institutions throughout the year. Partnerships included a national drag brunch program, support of the Annual World AIDS Day Ball and the ballroom community, and ongoing involvement across nightlife and community-led initiatives—ensuring sustained visibility, trust, and relevance across multiple segments of queer culture.
Highlights
Absolut Empire’s Ball
Produced and elevated Absolut Empire’s Ball into a nationally recognized, top-tier drag and performance competition. Across three rounds of competition and four live events, the platform brought together competitors from Toronto & the GTA, Montreal, Ottawa, Hamilton, and London, Ontario.
Our work included full custom event production, talent management, host and judge curation, influencer integration, and social content strategy. The competition supported 40 competitors, 2 hosts, 3 full-time judges, and 4 guest judges, while significantly raising production value and prestige.
Founded by Scarlett BoBo, the platform has helped propel multiple artists into national visibility, with alumni going on to compete on Canada’s Drag Race, including Season 6 winner Van Goth, Season 5 finalist Helena Poison, and Season 4 finalist Aurora Matrix. The competition has become a proven launchpad for emerging queer talent.
Pride Festival Sponsorships & Activations
Led custom Pride sponsorships and activations for major festivals including Greenspace Toronto and Fierté Montréal. Each city received a bespoke, branded bar experience designed to solve a real festival gap: access to elevated cocktails at scale.
The activations showcased Absolut’s core portfolio while also supporting Absolut Ready-to-Drink products, contributing to a measurable lift in RTD sales during the summer season. Rather than static sponsorship, each execution functioned as a functional, high-visibility brand asset within the festival environment.
LCBO Custom Retail Experience
Creative direction and execution of custom in-store retail experiences across select LCBO locations in the Greater Toronto Area, with extended Pride-season artwork distribution across approximately a dozen stores throughout Ontario.
The program included a bespoke shelf design highlighting Absolut’s ongoing community support, paired with an artist collaboration featuring a Toronto-based artist with an international following. Limited, one-of-a-kind prints were offered as gifts-with-purchase, bridging retail, art, and advocacy while reinforcing Absolut’s long-term commitment to the community.
Community Sponsorship & Year-Round PresenceExtended Absolut’s cultural footprint beyond Pride by aligning the brand with 2SLGBTQ+ events and institutions throughout the year. Partnerships included a national drag brunch program, support of the Annual World AIDS Day Ball and the ballroom community, and ongoing involvement across nightlife and community-led initiatives—ensuring sustained visibility, trust, and relevance across multiple segments of queer culture.
Impact
Common Froot successfully shifted Absolut’s presence from seasonal sponsor to embedded cultural partner. By supporting platforms, people, and spaces—not just moments—the program strengthened brand credibility, contributed to measurable sales performance, and helped elevate queer artists onto national stages. The result was a culturally resonant, commercially effective model for long-term brand integration within the 2SLGBTQ+ community.
Impact
Common Froot successfully shifted Absolut’s presence from seasonal sponsor to embedded cultural partner. By supporting platforms, people, and spaces—not just moments—the program strengthened brand credibility, contributed to measurable sales performance, and helped elevate queer artists onto national stages. The result was a culturally resonant, commercially effective model for long-term brand integration within the 2SLGBTQ+ community.
Impact
Common Froot successfully shifted Absolut’s presence from seasonal sponsor to embedded cultural partner. By supporting platforms, people, and spaces—not just moments—the program strengthened brand credibility, contributed to measurable sales performance, and helped elevate queer artists onto national stages. The result was a culturally resonant, commercially effective model for long-term brand integration within the 2SLGBTQ+ community.
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Community attendees
Hundreds of guests from the local and extended ballroom community gathered for a night centered on competition, celebration, and collective visibility.
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Community attendees
Hundreds of guests from the local and extended ballroom community gathered for a night centered on competition, celebration, and collective visibility.
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Performers, DJs, and collaborators
A large network of drag artists, ballroom performers, DJs, and creative collaborators came together to shape a high-energy, community-driven experience.
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Performers, DJs, and collaborators
A large network of drag artists, ballroom performers, DJs, and creative collaborators came together to shape a high-energy, community-driven experience.
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New artist discovery
Nearly two-thirds of attendees reported discovering new ballroom artists, reinforcing the event’s role as a platform for emerging talent and cultural exchange.
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New artist discovery
Nearly two-thirds of attendees reported discovering new ballroom artists, reinforcing the event’s role as a platform for emerging talent and cultural exchange.
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