ABSOLUT SMOKY PIÑA TAKE A SHOT XPERIENCE
To launch the bold new Absolut Nights variant, Smoky Piña, PMG created a 360° campaign with one clear goal – to make it the go-to shot in the UAE’s high-energy venues. From immersive in-venue activations to digital sampling and flavour-led retail moments, the campaign was built to spark curiosity and drive trial.
At the core of the campaign were two key product pillars – flavour and serve. The team spotlighted Smoky Piña’s bold, smoky-sweet pineapple profile and made its signature serve – the straight-up shot – the hero of the experience. This wasn’t about passive sampling. It was about creating moments that invited people to play, explore and connect with the brand in unexpected ways.
The campaign kicked off with an electrifying takeover at Papa Dubai. Guests entered through glowing, oversized bottle archways into a world of unexpected experiences – from interactive games and bold flavour stations to high-tempo beats and an LED-lit photo booth. The Take A Shot Xperience brought the serve to life through ice-cold shot machines, slushie-style serves and even an ice luge – each element designed to surprise, delight and drive the shot ritual in a way that felt fresh and unforgettable.
In the on-trade, PMG launched the Smoky Piña Bowling digital game – a QR-led experience designed to drive trial. Guests played for a shot at a shot, with strikes earning instant rewards. Simple, self-managed and promoter-free – it kept engagement high and sampling efficient.
The momentum carried into retail through an activation that echoed the launch energy. Bold installations featuring games and giveaways, vibrant HPPs and FSDUs, and interactive zones drew shoppers into Smoky Piña’s world.
At Barracuda Dubai, PMG transformed the outdoor space into an interactive playground, where customers explored hands-on activations, exclusive giveaways, and custom gifting. On weekends, brand ambassadors drove engagement through gameplay and in-store interaction, while purchases were rewarded with silicone shot-glass moulds as part of a limited-time promotion.
