Let’s talk about a drink that’s become a cultural moment: the espresso martini. Once a classic of the 1980s, it’s found its way back into our glasses, thanks to younger drinkers rediscovering its bold, frothy charm. But what’s really caught everyone’s attention this holiday season is how Absolut and Kahlúa turned this iconic cocktail into a marketing masterstroke with their Sabrina Carpenter collaboration.
This wasn’t just another campaign to sell spirits. It was a perfect mix of culture, timing, and consumer connection that made it stand out. And for brands and entrepreneurs, there’s plenty to learn from the playbook they used to bring it all together.
Meeting the moment: Why timing is everything
Think about it—espresso martinis are everywhere right now. They’ve gone from being a niche order to the star of the bar menu. Absolut and Kahlúa didn’t just hop on this trend; they owned it by tying their campaign to Sabrina Carpenter’s song “Espresso,” which has been making waves in pop culture.
The genius here wasn’t just recognizing the trend—it was amplifying it. They didn’t stop at acknowledging the cocktail’s popularity. They made it personal, fun and tied it to something bigger than the drink itself.
This is a key takeaway for brands: timing is everything, but action is important, too. Whenever you catch wind of a trend that means something to your audience, ask yourself what you can do to elevate it. Where’s the cultural moment or personality to elevate it? Don’t just jump on the wave—help steer it.
Turning products into experiences
Here’s where Absolut and Kahlúa really hit their stride. They didn’t just promote their spirits—they created an experience. The “Short n’ Sweet Espresso Martini Cocktail Kit” wasn’t just a box of ingredients; it was a gateway to celebration.
From the custom coupe glass to the edible topper featuring Sabrina Carpenter’s signature kiss mark, every detail of the kit was designed to make consumers feel like they were part of something special. It wasn’t just about making a cocktail; it was about creating a moment people would want to share with friends, post on social media, and remember.
For entrepreneurs, this is gold. Whatever you’re selling, ask yourself: how can I make this more than a product? Can you turn it into an experience that feels personal and memorable? When your customers feel like they’re getting more than they expected, they’re not just buying—they’re connecting with your brand.
The power of pop culture partnerships
By teaming up with Sabrina Carpenter, Absolut and Kahlúa made their campaign feel fresh, fun, and relevant. It wasn’t just about slapping a celebrity’s face on a product—it was about choosing someone whose personal brand aligned perfectly with the vibe of the campaign.
Carpenter’s hit song “Espresso” and her playful, relatable persona made her the ideal partner for this project. And the timing? Perfect. With her tour ending and a holiday special in the works, the collaboration seemed an organic next step in her narrative, not some cynical marketing strategy.
The lesson for brands is simple herein: when you partner with someone, let the relationship feel organic. A forced partnership can fall flat, but when it clicks, it can elevate your brand in ways you never thought possible.
Bringing the campaign home
Absolut and Kahlúa didn’t stop with the cocktail kit. They made it live and breathe through social media, influencer partnerships, and even a behind-the-scenes look at Carpenter sipping the drink on tour. Every asset was carefully designed to be approachable and shareable; ease in joining the fun was only the first tier of appeal for fans.
And then there’s the genius of teasing product placement in Carpenter’s upcoming holiday special. It’s subtle but effective, keeping the drink top of mind during one of the most social times of the year.
The takeaway for entrepreneurs? Meet your audience where they are. Whether it’s Instagram, TikTok, or YouTube, create content that feels natural for the platform and invites participation. Your goal is to build a conversation, not just broadcast an ad.
What this means for brands and entrepreneurs
The success of Absolut and Kahlúa’s espresso martini campaign comes down to one thing: connection. They didn’t just sell a drink—they created a cultural moment that people wanted to be part of.
For brands, the path forward is clear. Focus on timing, turn products into experiences, build authentic partnerships, and meet your audience where they are. The tools are all there—you just have to mix them in the right way.
Launching something new? Growing your business? Trying to make your mark? This campaign shows it’s not just about what you’re selling—it’s about creating an experience that makes people feel something real. When you do that, you’re already winning.
FAQ’s
1. How can I use trends to make my marketing stand out?
Keep an eye on what’s trending—whether it’s social media, pop culture, or industry news. The trick is to tie those trends to your brand in a way that feels real and relatable. Make sure it aligns with what your audience cares about.
2. Why are influencers and cultural partnerships so effective?
Influencers bring built-in trust and an engaged audience. Partnering with the right ones means your brand feels more authentic and reaches people who already trust the person promoting it.
3. How do I create emotional connections in my marketing?
Know your audience inside and out. Talk about their struggles, their dreams, and how your product can make their lives easier or better. It’s about showing you understand them, not just selling to them.