Sweden-based alcoholic drinks company Absolut will use Twitter to sell its products via shoppable tweets. The Swedish company, which has been in the news recently for a series of scandals involving underage drinking and sexual harassment, is using Twitter’s API (application programming interface) to allow users to buy alcohol from Senior brand manager Katherine Chen said the platform was viewed as a "playground" for Absolut content and had the same "creative potential" as Instagram.
Sweden-based alcoholic drinks company Absolut will use Twitter to sell its products via shoppable tweets. Absolut, which had no Twitter strategy in the US six months ago, said it was investing in videos and gifs that linked to its site rather than ads. Senior brand manager Katherine Chen said the platform was viewed as a "playground" for Absolut content and had the same "creative potential" as Instagram.