São Paulo, August 2026 – A spicy conversation between Bruna Marquezine and Tatá Werneck is coming to social media as part of the communications strategy supporting the Brazilian launch of the unprecedented collaboration between Absolut®️, the Swedish vodka brand from Pernod Ricard’s portfolio, and TABASCO®️, the iconic American hot sauce. Titled “Papo com Pimenta” (“Spicy Talk”), the four-episode talk show premieres its first episode this Thursday (August 13) at 8:00 p.m. on the Instagram profiles of Absolut, Bruna Marquezine, and Tatá Werneck.
Developed by Euphoria Creative, the project is part of the launch campaign for Absolut®️ TABASCO™️ in Brazil and stems from a creative concept developed in partnership with COOLAB. The idea began with the proposal to create an original content format starring Bruna Marquezine and evolved through the addition of Tatá Werneck. In collaboration with Absolut and Euphoria Creative, the concept became “Spicy Talk.”
Lighthearted and humorous, the series explores the idea that great stories, conversations, and relationships can become even more interesting with a little extra spice. The campaign brings together Bruna Marquezine—Absolut®️’s Brazilian brand ambassador since 2021—and Tatá Werneck in four episodes of up to five minutes each, featuring quick-fire questions and candid conversations about their personal and professional lives. Each episode connects naturally to Absolut®️ TABASCO™️ cocktails and highlights the product’s distinctive characteristics.
“The choice of Bruna and Tatá perfectly reflects where the brand is today and our desire to engage younger audiences while continuing to connect with older consumers through a language rooted in today’s culture. The actresses share a relationship that audiences already know and identify with, creating familiarity and authenticity for the campaign. Through that connection, we’re able to continue introducing Absolut®️ TABASCO™️ to the Brazilian market while further exploring the brand’s key concepts,” says Marcelo Rizério, Co-founder and Chief Creative Officer of Euphoria Creative.
For Richard Le Moult, CMO LATAM at Pernod Ricard, the campaign reinforces the product’s regional relevance.
“Absolut®️ TABASCO™️ is a natural fit for Brazilian consumers, who have a strong appreciation for spicy flavors. Bruna and Tatá’s original content showcases the many cocktail possibilities and the vodka’s versatility, allowing consumers to create drinks that are more or less spicy depending on their individual tastes and the occasion.”
For Juliana Montesanti, Co-founder of COOLAB, the project also reflects a partnership built over the past four years with Absolut—one defined by openness to exploring new ways of connecting talent, brands, and entertainment.
“We’ve built a relationship of trust with Absolut that has consistently given us the freedom to bring creative provocations to the table and think about Bruna’s role beyond a traditional campaign deliverable. For this launch, we wanted to create an entertainment format that could stand on its own while bringing Bruna together with Tatá because of the genuine chemistry they share—something audiences already recognize. It’s exactly this type of approach, where brand strategy, talent, and culture come together, that we strive to create at COOLAB,” says Juliana.
“Throughout her career, Tatá has earned a unique place in the hearts and homes of Brazilians, allowing us to think about every project as more than just advertising. She has a remarkable ability to transform campaigns into genuine entertainment content without losing her authenticity, which is essential for audiences to connect with her.
When a brand like Absolut understands that and embraces the idea, we’re able to create projects that go beyond simply promoting a product—as we’re seeing now with Tatá and Bruna together. Their chemistry is effortless, rooted in mutual admiration, and the result is spontaneous, engaging content. At WAY, this is exactly the kind of work we believe in with Tatá: partnerships with brands that embrace her identity, strengthen her career, and add even more value and credibility to her story,” says Anderson Baumgartner Bartelt, Founder, Director, and CEO of WAY Model.
The initiative is part of a broader strategy that combines proprietary content, influencer marketing, PR, media, and live experiences to introduce Absolut®️ TABASCO™️ to consumers while connecting the product with gastronomy, mixology, lifestyle, and entertainment. In addition to “Spicy Talk,” the campaign includes content created with digital creators featuring cocktail recipes, consumption occasions, and lifestyle moments centered around the brand.
Through the campaign, Absolut aims to introduce a new possibility within mixology, demonstrating how the combination of vodka and spice can create flavor experiences that go beyond expectations while adding a distinctive twist to classic cocktails. The concept emphasizes discovery, creativity, and versatility, positioning Absolut®️ TABASCO™️ as a product for both consumers new to spicy flavors and dedicated hot sauce enthusiasts.
Consumers aged 18 and over can find nearby bars serving Absolut®️ TABASCO™️ by accessing Absolut’s WhatsApp chatbot and sending the keyword “ConsultaBares.” The chatbot will request the user’s location and recommend the nearest participating venues, with addresses that can be opened directly in Google Maps or Waze. At launch, the service is available for bars in São Paulo and Salvador.
