While many brands are deciding where to allocate their marketing dollars between the meta-verse and our very real universe, Absolut is moving forward with both. They launched an experiential marketing campaign at Coachella, the music festival in southern California which made its comeback after being on pause for the pandemic. But they also launched a metaverse experience in their space within Decentraland. This is their first venture into the metaverse and the first for their parent company, Pernod Ricard, as well. Their experiential campaigns are mirrors of one another in order to provide as much of the Coachella festivities to those who can’t attend the event. Absolute slashed its media budget in 2021, but they are shelling out 10% of its total budget for the total Coachella experience.