Absolut Tabasco: A walk on the wild side

With the new spicy vodka now launched, he found the time to tell us more about his role, the challenges the team faced, a trip to the volcanoes in Iceland and why a Lou Reed classic was the perfect track for the campaign’s advert.

When did you first hear about the collaboration with TABASCO^® Brand?

I remember it very vividly. It was November 2024 and I was out doing early Christmas shopping when a colleague called to say the collaboration was officially happening. I was over the moon. 

Very quickly after it became clear that this wasn’t just another innovation – it was a global moment in the making, where two iconic brands with real cultural equity come together. It was the perfect opportunity to create something unmissable.

What was your role in the collaboration?

As project lead, I drew on my career background in commercial, innovation and creative leadership – and, honestly, every relationship I’ve built across the Pernod Ricard Group over the years. I was responsible for bringing everything together and serving as the primary point of contact with TABASCO^® Brand. 

At first, I worked closely with our Global Innovation Hub and operations teams in Sweden to plan the launch timeline, including aligning creative content (which was many and had challenging lead times) with delivery to our markets. As we progressed, I shifted my focus solely to a go-to-market plan and, critically, to protecting the creative process. 

What challenges did you face when launching in 50+ markets worldwide?

We had a challenging January 2026 timeline, but we approached the launch as we would for a one- or two-market activation, just on a larger scale. As long as our operations could deliver products on time and we kept working with our Portfolio Growth team, driving conversations with markets, providing the information they needed to start selling this in, we would be in a good place for delivery. We created two cross-functional teams: one focused on operations and planning, and one on delivery – all working towards a centralised timeline. 

We created two cross-functional teams: one focused on operations and planning, and one on delivery – all working towards a centralised timeline.

When it comes to assets, we have a team that serves as a central point of contact for all adaptations, working with our in-house studio and our lead agency, with team members in Paris, London and Stockholm. This made for a much smoother process and gave me better control over the creative process and consistency.

How did you develop the messaging and creative strategy?

We began with extensive research to understand Tabasco’s regional awareness worldwide. We compared their top 10 markets with ours and found significant overlap. We wanted to reach the bold flavour seekers, whether they were Absolut consumers or not. To do this, we studied how these consumers behave to validate our creative concept – For Those Who Like It Hot. Working with TABASCO^® Brand, you realise how widespread its sauces are – people recognise its unique flavour. It became all about dramatising that distinctive ‘heat’ in a way that would make people stop in their tracks. And what better way to do that than to bring back the iconic ‘Absolut X’ ads. We wanted to communicate this product’s unique proposition by triggering consumers’ “smile in their mind” factor. 

What was your biggest challenge to overcome?

Oh wow, there were many curveballs, but my biggest concern was the operational side. There was a lot of pressure on operations – and it can be time-consuming to get legal approval for everything from labels to samples. Once our incredible team overcome those, which was a relief, we were able to get on with the campaign and asset delivery.

We filmed at a real volcanic formation in southern Iceland and built large-scale models to give the film a visceral, authentic feel.

What was it like shooting the volcano advert?

This was one of the most complex productions I’ve ever worked on. Heat and spice are emotional experiences, not rational ones. We needed visuals as visceral as the product itself. We wanted to use dramatic visuals to show what ‘hot’ means. Our goal was to appeal to bold flavour seekers and produce something distinctive. Some brands often focus solely on functional benefits that can fall flat, and we wanted to up the ante. We filmed at a real volcanic formation in southern Iceland and built large-scale models to give the film a visceral, authentic feel. 

What made it a challenging advert to film?

We didn’t want to cut corners, so we filmed real scenery. Several hours were spent watching how volcanoes and lava behave, studying the colours and the look of the surrounding rocks. Our props master had worked on Interstellar and other sci-fi films. Together with a visionary director, we didn’t want to simply put a perfectly shaped bottle in front of people. We built a model replica of the volcanic formation, filmed lava being poured into it and composited the footage. Watching the silhouette of the bottle emerge from the volcanic landscape became that “aha” moment we knew we wanted. They created some fantastic effects while filming with a 35mm analogue lens, rather than the ease of digital, which gave the advert a raw, documentary style. 

Watching the silhouette of the bottle emerge from the volcanic landscape became that “aha” moment we knew we wanted.

Tell me how you chose Lou Reed’s track, “Walk on the Wild Side?

When you start with a creative concept, you have ideas about what might work. But with such a dramatic setting, we wanted something less expected. After listening to thousands of soundtracks, we found this one – the juxtaposition of something epic [the lava erupting volcanoes], combined with an iconic melody that is more serene. Some people may not know it’s Lou Reed, but they probably recognise the “Doo, do-doo, do-doo, do-do-doo.” It was the cherry on the cake!

Is the global campaign targeting any specific markets?

This is a global launch because TABASCO^® Brand has widespread recognition and the opportunity for a “liquid-on-lips” trial is enormous. Having said that, the US has been foundational for Absolut. It’s where we helped define the culture of premium vodka. As such, the US became the basis for our most comprehensive 360° market plan, which will serve as a proxy for other markets. 

Travel retail is another big focus. Travellers have time to explore – and to taste. That’s where an innovation like this shines.

How are you going to keep the momentum going over three years?

One thing that stands out is how well our two brands work together. We share similarities, and working with TABASCO ^® Brand has been phenomenal; they’ve been great partners for us. Both brands have a long history, and while staying relevant can be hard, we are firmly committed to this partnership. There’s a lot of potential ahead and we’re already talking with teams about what the future could look like. 

What is your biggest takeaway from the project?

Timeless work comes from protecting the creative, trusting the process, and refusing to cut corners, even when it would be easier. It’s a reminder that bold ideas deserve bold execution. And when we commit to that, we don’t just launch products – we create culture.

Timeless work comes from protecting the creative, trusting the process, and refusing to cut corners, even when it would be easier.

Are you personally a fan of Absolut® TABASCO™?

I love it. I became a spice fan years ago in the UK, going to curry houses and (cheeky) Nando’s, perfect with Tabasco – so yes, I’m a massive fan. But what surprised me was how versatile the liquid is. Consumers in research kept imagining it in sweet or fruity cocktails, part of that growing “Swicy” trend. It’s incredible in a spicy vodkarita, or even in lemonade on a hot day with that subtle warm kick. And of course, it makes a killer Bloody Mary. I’m definitely Absolut^® TABASCO™’s biggest advocate.