Cosmos, Culture & Coachella:
Absolut’s Next-Level Festival Experience

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Visitors
In its 12th year as the Official Vodka of Coachella, Absolut redefined the iconic Cosmopolitan cocktail, fusing digital, experiential, and metaverse-driven storytelling into a festival takeover like never before.

MULTI-PLATFORM STORYTELLING THAT MIXED IT ALL TOGETHER

"Mixing It Up: Cosmos & Culture" Podcast

Trailer (Host: Matt Rogers)

Knowing that podcast culture is where conversations happen and trends take flight, Absolut tapped into cultural icon and comedian Matt Rogers to create a limited-series podcast that made the Cosmopolitan cocktail culturally relevant again. Guests—ranging from celebrity stylist duo Wayman + Micah to reality star Chrishell Stause, drag icon Miss Vanjie, and Absolut’s longtime brand ambassador Paris Hilton—sipped Cosmos while diving into unfiltered conversations about music, fashion, style, and culture.

Episode 1: Chrishell Stause

Episode 2: Wayman & Micah

Episode 3: Miss Vanjie

Episode 4: Paris Hilton
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More than just a podcast, it was a celebration of individuality and self-expression—core Absolut values. Every guest represented a unique voice in culture, bridging entertainment, LGBTQIA+ representation, and high fashion in a way that felt fresh, fun, and undeniably Absolut.

FROM METAVERSE TO REALITY – AND BACK AGAIN

Absolut.LAND: A First-of-Its-Kind Festival Experience

As a brand that continuously pushes boundaries, Absolut wanted to extend its metaverse integrations and create a truly inclusive, global experience—inviting brand fans into the heart of Coachella, no matter where they were in the world. Enter Absolut.LAND, a virtual festival space designed to democratize access to exclusive festival moments and special content. This approach allowed audiences worldwide to engage with the content, regardless of their physical location.

Absolut premiered the "Mixing It Up: Cosmos & Culture" podcast exclusively in the metaverse before making it available on YouTube—giving users first access and driving traffic into the virtual world.
From there, the brand took engagement to the next level with "Journey to the Cosmos," a gamified experience where users embarked on a mixology quest to collect the four key Cosmo ingredients through an interactive sliding mechanic—turning cocktail culture into an immersive adventure.

FROM VIRTUAL TO IRL: ABSOLUT AT COACHELLA

Exclusive Kickoff Brunch

Hosted by Matt Rogers, featuring top influencers, live beats by Mei Kwok, and a toast to the Cosmopolitan’s revival.

Live from Coachella

Absolut live-streamed festival moments directly into Absolut.LAND, bridging digital and real-world experiences like never before.

The Absolut Tent: Where the Party Lived

A high-energy festival hub featuring DJs, neon-lit photo ops, a virtual gaming station, and Sliving Cosmos with surprise guest Paris Hilton—who even jumped behind the bar!
Absolut didn’t just show up at Coachella—it redefined what branded content can be. A campaign that seamlessly fused content, culture, gaming, and immersive storytelling to bring the Cosmopolitan cocktail back into the zeitgeist.

#BornToMix #CosmoRevival #AbsolutCoachella