Rethinking the future
with “Big Bets”

The Absolut Company (TAC), with its hero brand Absolut, knows what it’s like to be iconic. But in 2015, with a maturing business and new entrants stealing Absolut’s edge, the TAC leadership team recognized that incremental brand changes were not the answer. They needed a company-wide approach to innovation. They asked us to identify “big bets” that could help TAC rethink its core business and identify breakthrough innovations at the company level.

TAC gave us reams of data, including macro-trend reports and industry details, through which we uncovered key tensions around identity, socialization, motivation and experience. Combining these tensions with a STEER analysis (Societal, Technological, Economic, Environmental and Regulatory shifts), we identified future needs which served as the basis for fertile innovation areas. Most importantly, we identified a shift in the way that TAC should see itself as a company.

from alc-bev provider
to entertainment facilitator

With this new perspective, we identified and brought to life “10 Big Bets,” each built on a unique paradigm shift that presented opportunity for the organization, across innovation and communications. Armed with this broader and more forward-looking view, TAC carved out specific implications for their brands and future business, product, and service solutions.

What we did: Foresight Analysis, Scenario Planning, Innovation Strategy/Visioning