PRUSA MULTI-BRAND HOLIDAY
The Season's Most
Relatable Host
After Pernod’s Holiday Get It Together program made a splash in its first year, the next chapter needed to match its momentum. With the return of Jesse Tyler Ferguson as our fabulously cheeky holiday host, we shifted to quick and witty hosting tips that kept the charm and elevated the world for a new season.
HALLOWEEN IS
A TRICKY TIME
FOR SPIRITS.
Too many kid-centric visuals. Too much risk around underage appeal. And way too many campaigns that lean cheesy. To make matters worse, shopper reps were “fixing” the problem themselves by decorating premium spirits displays with Party City props to make them feel more festive. Pernod Ricard needed a Halloween campaign for their portfolio of brands that felt immersive, elevated, and unmistakably adult.
HOW DO YOU LEVEL UP A CAMPAIGN THAT ALREADY OWNED THE HOLIDAYS?
After a wildly successful first year, the bar was high. We needed a fresh angle that kept the charm while avoiding a rerun. Instead of more hijinks, we shifted to quick-hit hosting “tips,” playful moments built around Jesse’s sassy one-liners that made holiday hosting feel lighter and more fun, all delivered with his trademark wit.
Hosting is messy. cocktails make it look easy.
Before anything hit stores or social feeds, the campaign came to life through a series of shorts set in the same rich holiday world as year one. Each one featured Jesse riffing his way through cheeky, quote-unquote “tips,” serving up holiday charm in his own slightly self-centered, unapologetically funny way.
HOLIDAY HOSTING IN EVERY CHANNEL
From the hero spots to a full suite of retail and social extensions, the updated creative showed up wherever the holidays happen.
In stores, the world expanded through:
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Expanded from broadcast and digital into a nationwide retail rollout
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Built POS displays for Absolut, Kahlúa, and Jameson in an Espresso Martini look and feel
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Added displays for ready-to-drink favorites like Malibu Piña Colada, Absolut Berry Vodkarita, and Jameson Ginger & Lime
On social, the story came alive through platform-specific cutdowns designed to keep Jesse’s humor intact across every scroll, from Meta to Pinterest.
Setting the Stage for a Strong Season in Stores
Holiday campaigns only succeed when retailers bring them to life in stores. To rally that support, we kicked off the season with a retail-focused video that previewed what was “in store” for the coming year. From a cozy library set, espresso martini in hand, Jesse introduced what was coming next with the kind of charm that made even a sell-in feel like a holiday treat.
YEAR 2
STAY FOR THE SOIRÉE
The campaign did what every seasonal activation hopes for—it got invited back to the party. Pernod’s only request? Keep the displays as they were, and give the overall look a refresh.
But after another brand caught flak for jack-o’-lanterns that looked a little too elementary school fall festival, we had to steer clear of anything that might appeal to the kiddos. So, we traded the spooky porch for haunted elegance.
The new direction channeled masquerade mansion energy, with:
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Damask textures
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Candelabras and soft candlelight
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Upscale gothic flourishes, all designed
to elevate without alienating
HOLIDAY HOSTING IN EVERY CHANNEL
From the hero spots to a full suite of retail and social extensions, the updated creative showed up wherever the holidays happen.
In stores, the world expanded through:
-
Expanded from broadcast and digital into a nationwide retail rollout
-
Built POS displays for Absolut, Kahlúa, and Jameson in an Espresso Martini look and feel
-
Added displays for ready-to-drink favorites like Malibu Piña Colada, Absolut Berry Vodkarita, and Jameson Ginger & Lime
-
Year Two introduced three creative focuses: the espresso martini, the core portfolio, and a new spotlight on ready-to-drink cocktails.
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Holiday “dress-up kits” were created to help field teams style displays properly and avoid the tinsel-and-Party-City problem that often haunts holiday displays.
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The Espresso Martini moment was exploding culturally, making Absolut + Kahlúa the perfect seasonal anchor.
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The retailer video started as a last-minute, filmed-on-a-phone scramble in Year One. It worked so well that Year Two got its own fully produced version, complete with sets, lighting, and a proper holiday glow-up.
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Led the creative development and direction of the retailer-focused buy-in video
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Brought the hero Absolut + Kahlúa footprint display to life from sketch through production
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Collaborated across the team to help bring additional POS elements to life
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Led editorial direction for all social cutdowns
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Created campaign assets adapted across key social platforms
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Helped guide set decoration and styling to keep the world cohesive
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