Trending PR Campaigns
Absolut x Charli xcx
Absolut has announced a two-year partnership with Charli xcx, promising limited-edition products, collectible items, custom glassware and fan events. The collaboration was teased at her Los Angeles shows, where Charli and her dancers wore “I ♥ Absolut” and “I ♥ Dirty Martini” T-shirts, giving the partnership a playful, fan-facing reveal.
Why it worked: It earned coverage by seeding a soft launch onstage and social first, turning fan-spotted Easter eggs into a confirmable news hook.
The lesson: Consider pre-seeding a partnership with visual Easter eggs at a live moment, then invite fans to co-shape drops to sustain coverage.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| people.com | Charli xcx Is Collaborating with Absolut on ‘Something a Little Chaotic’ (Exclusive) | Tuesday 20th October, 2026 |
| adweek.com | Charli XCX Joins Absolut for ‘Chaotic’ Two-Year Partnership | Tuesday 20th October, 2026 |
| thespiritsbusiness.com | Absolut enters its Brat era with Charli XCX - The Spirits Business | Wednesday 21st October, 2026 |
| tapasmagazine.es | Caos, música y martinis: Charli XCX se va de gira con Absolut | Wednesday 21st October, 2026 |
| talkingretail.com | Absolut Vodka partners with singer Charli xcx | Talking Retail | Wednesday 21st October, 2026 |
| slrmag.co.uk | Absolut teams up with Charli xcx | Wednesday 21st October, 2026 |