At it’s core, the story of Wicked is about a friendship between two unlikely schoolmates—one a bubbly social butterfly with a penchant for pink, the other a misunderstood misfit with green skin. As the official liquor partner for the film, Pernod Ricard set out to align our brands with the essence of this story in a cobranded campaign. Absolut's brand ethos stands for originality, boldness, and inclusivity, so pairing up with the Wicked film was a natural fit. In the spirit of the film, we set out to inspire fans to gather their friends of all shapes and colors to celebrate this massive cultural moment over a festive cocktail.