"We turned to Instagram because we wanted the launch of our limited edition Spark bottle to stand out and drive digital and real world love for the product and brand, by connecting the product with the occasion. Using Instagram's dynamic platform has helped us build a direct path to the consumer, and entice drinkers to engage both digitally and at retail. Maintaining edge is key to engage, recruit and retain millennial drinkers and Absolut strives for this through all our communication efforts."